Urban Outfitters: A Marketing Strategy Brianna Baker NMDL Spring 2014

Tuesday, April 8, 2014

The Big Idea Mission Statement: “Lifestyle merchandising is our business and our passion. The goal for our brands is to build a strong emotional bond with the customer. To do this we must build lifestyle environments that appeal emotionally, and offer fashion correct products on a timely basis. Our customers are the reason and the inspiration for everything we do.”

Implement my “My Urban Style” campaign.

Tuesday, April 8, 2014

Goals Interaction between brand and customers.

Present ways that customers can integrate Urban Outfitter’s sexy, hip, stylish, kitschy, catlike and bizarre merchandise into their wardrobe.

Stay true to UO’s both vintage and retro inspiration.

Continue to grow social media presence.

Tuesday, April 8, 2014

Target Audience Demographic: men and women 18 to 30 years old.

Characteristics: single, affluents consumers, city dweller and funky/unique sense of style.

Stereotype: “Metropolitan hipsters”

Tuesday, April 8, 2014

Key Performance Indicators Measure success of social media campaign by tracking followers, views, customer shares, clicks and number of mini-challenge participants.

#MyUrban

Tuesday, April 8, 2014

Tools and Tactics

Give customers a way to showcase their personal style and trends they are following.

Use customers as the face of the campaign rather then models.

Promote 6 mini-challenges: Women’s Fashion, Men’s Fashion, Winter Fashion, Spring Fashion, Summer Fashion and Fall Fashion.

Tuesday, April 8, 2014

Tools and Tactics Monitor the #MyUrban hashtag.

Print and commercial ads.

Tuesday, April 8, 2014

Budget Total estimated budget- $13 million  

• TV- $8 million  • Print Ads- $2.5 million  • Social Media- $3 million   • Mini-Challenge Prizes- $.5 million  

Tuesday, April 8, 2014

Budget The organized budget will adequately allow for each area to be funded and pay for the services of the employees designated to manage each of these areas.

Tuesday, April 8, 2014

Recommendations Humanize the “My Urban Style” campaign so that it feels real to people.

Ensure that all marketing and social media messages target the identified target audience.

Draw customers attention and knock out competitors such as Gap,Lululemon Athletica, Abercrombie and Fitch, American Eagle Outfitters, Pacific Sunwear of California, etc. 

Tuesday, April 8, 2014