For my end of term client, I chose to focus on Urban Outfitters. Part of URBN Inc., Urban Outfitters is a self-described “lifestyle retail company” that offers an eclectic shopping experience for the “urban-minded individual” between 18 to 30 years old who is interested in contemporary art, music, and fashion.
Urban Outfitters has a history of selling controversial items, ones that irreverently play on race or religion. Despite this, they have had landmark success with millennials, by fostering a relaxed, laid-back, atmosphere within both it stores and social media outlets. They thrive in selling merchandise that taps into the culture, technology, and humor of the millennial today. By staying up to date and connected to their customers this way, Urban Outfitters becomes a destination shopping experience for young people.
My topic will center on how Urban Outfitters can continue their success with millennials in the ever-changing world of fashion, particularly in the area of sustainability and global responsibility. New research and statistics show that an increasing number of millennials choose to buy from brands that work to actively support social causes in some way. Urban Outfitters can continue its success with millennials by using its merchandise to tap into a new millennial culture, which is now responding to and seeking more ethical fashion experiences.
Innovative ethical companies today use their fashion to improve quality of life on the planet. The company TenTree, for example, will plant ten trees in a 3rd world country for every apparel item purchased on their website. If Urban Outfitters incorporated this type of methodology within its brand or sold brands like Tentree in stores or online, the retailer can show its commitment to the interests of its customers and to sustainability within fashion.