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Enhancing Brand Connectivity for URBN: Strategies for Urban Outfitters and Anthropologie

URBN faces challenges with brand identity, customer engagement, and foot traffic, particularly with Urban Outfitters and Anthropologie. As Anthropologie gains ground, missed opportunities reveal a need for cohesive strategies. Key recommendations include simplifying email sign-ups, integrating shopping carts across brands, launching the “Layer Your Life” campaign to foster individuality, and optimizing visual content integration. By focusing on the demographics of style-seeking consumers and enhancing cross-brand connectivity, URBN can leverage its diverse portfolio to create a strong, unified shopping experience.

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Enhancing Brand Connectivity for URBN: Strategies for Urban Outfitters and Anthropologie

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  1. URBN Urban Outfitters Free People Anthropologie Terrain BHLDN Team 4: Colleen Pitt Janelle Jordan Tevin Birch Charnele Brown Stephanie Kempadoo

  2. URBN

  3. URBN Environment Emotion Empathy

  4. URBN URBN Free People Terrain Anthropologie Urban Outfitters BHLDN

  5. ISSUES

  6. Issues • Anthropologie overtaking Urban Outfitters • Lack of Connectivity • Missed Opportunities

  7. Anthropologie Overtaking Urban Outfitters • Decrease in foot traffic • Lack of brand identity • Unsuccessful campaigns

  8. Without Walls Campaign

  9. Lack of Connectivity • No cycle • Unknown brand connection

  10. Missed Opportunities • Optimization of existing elements • Two brands are stronger than one

  11. Who are our consumers?

  12. Demographics of Consumers • Not “upscale homeless,” but “stylishly layering” • Status Strivers • Trendsetters • Style Sharers

  13. Recommendations

  14. Recommendations • Email Sign Up Options • Traveling Shopping Cart • “Layer Your Life” Campaign

  15. Email Sign Up • One simple sign up • Special membership program

  16. Traveling Shopping Cart • Same cart on all the sites • URBN app • Increase impulse buying

  17. “Layer Your Life” Campaign • Layers incorporated from all stores • Displayed in all locations • Connection to individuality

  18. Campaign Elements • Online Look Book • In-store featured looks • In-store buying • Virtual Mannequin

  19. “Don’t Just Buy the Dress, Get the Whole Wedding” • Package Deal • Highlighting Convenience • Strengthening of a new brand

  20. Integration of Visual Content • Live Pinterest board in stores • Utilization of visual aspect of décor and weddings for promotion

  21. Integration of Visual Content

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