Abercrombie & FitchUrban Outfitters

Shefali Patel

Urban Outfitters

‘Little bit like a bazaar’

Urban Outfitters Mood Board ‘live in your own world’

Urban Outfitters

‘Little bit like a bazaar’

Cross Merchandising

Cross Merchandising

Urban Outfitters

‘Little bit like a bazaar’

https://www.youtube.com/watch?v=laasoy84YLY&list=PLDtjQDgN7j0u3WJvgzaIbPum9qjAZtZaV&index=12

Urban Outfitters‘Little bit like a bazaar’

Urban Outfitters

‘Little bit like a bazaar’

Visual Display

Mobile AppUO Community

Abercrombie & Fitch“Erotic fantasy”

Abercrombie and Fitch Mood Board ‘sensual fantasy’

Retail ConceptTop Features

Sensory Overload Art Displayed Heavy focus on advertising Inspirational lifestyle Targets Cool Attractive people who are fashion

conscious Sales Associates - Hired based on their ability to

represent brand rather than selling ability

Visual Display

Wall Display

Lighting, Art and Charge Station

Ambience Club-esque

Dark/Moody Wall and Display Colors, Loud Music, Low Lighting

https://www.youtube.com/watch?v=rrMnjQYgJ4E&index=2&list=PLBIYQWjHFNjFO6r0C9HDWlvxD1qYx0ye3

Exclusive Lounge Couches, Socialization

Scent Sprayed by Brand Reps on a set schedule

Lifestyle/Image Reinforcement A&F prints on walls, in windows

Ambience Floor Layout

Free Form Design Divided into Men’s and

Women’s Merchandise displays

Tables, Racks, Walls, T-Stands, Closets, Mannequins, Window Displays

Meticulously Maintained Customer Service

Good Looking Staff

Active on Instagram

In Comparison..A&F

Loud Music Heavy Advertising Uses strong perfume Well assorted Clear signage and

organized

UO Romantic Soft music No advertising Policy Uses incense sticks Over assorted Limited Signage

Conclusion Both Experience stores

Both Lifestyle Merchandising stores and Trendy A&F - Dark Erotic, Sensual Fantasy Urban Outfitters – Dreamy Fantasy (Rainbows,

flying Unicorns, Stars, Universe, Spiritual, Earthy) Strong Emotional connection with the customer

A&F – “ You’re hanging out with the cool gang”. UO – “Whoever you are, whatever you do, we

accept you !”

Bibliography

• Multi-sensory retail: Why stores must appeal to all five senses. (2013). Retrieved February 22, 2016, from http://www.theguardian.com/media-network/media-network-blog/2013/aug/21/multi-sensory-retail-high-street

• Abercrombie and Fitch Brand Management. (n.d.). Retrieved February 22, 2016, from http://www.slideshare.net/jacquilecompte/team-branding-project-final?next_slideshow=1

• Rhetoric of Place: Urban Outfitters. (n.d.). Retrieved February 22, 2016, from https://prezi.com/gbgf8hzkaxsh/rhetoric-of-place-urban-outfitters/

Thank You