Urban Outfitters

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Urban Outfitters Proposal

Transcript of Urban Outfitters

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Urban Outfitters“Style Your Life”

Creative Innovations10 month campaign 

U.O.Wednesday, April 8, 2009

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Creative Innovations | Philosophy

‣ We take pride in being a trustworthy, efficient and thorough advertising agency.

‣ We believe the ambitions of our clients are important and fundamental to their existence.

‣ We strive to assist and support our client’s in becoming a successful organization through numerous tactics.

‣ Since our agency is comprised of young professionals, we have a deeper insight and connection with the targeted audience of the “Style Your Life” campaign.

‣ Therefore, we have an advantage point to conquering the tasks Urban Outfitters wants to accomplish.

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Urban Outfitters | Slogan

“STYLEYOURLIFE”

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Urban Outfitters | Company Overview

‣ Competitors:The primary competitors of Urban Outfitters include:‣ Abercrombie and Fitch‣ Bebe ‣ Gap Inc.

‣ Size:Urban has over 140 stores. The stores are mainly in the U.S., but also in Canada and Europe.

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Urban Outfitters | Company Overview

‣ Urban Outfitters was created by two retail novices, Richard Hayne and Scott Belair in 1970 after they needed a project for their entrepreneur workshop

‣ They came up with the idea of a store for college and graduate students, selling inexpensive clothes and items for dorm rooms and apartments.

‣ Pooling $5,000, they opened “The Free People Store” in Philadelphia, which offered inexpensive second-hand clothing, Indian fabrics, T-shirts, drug paraphernalia, and ethnic jewelry.

‣ In 1976, Haynes moved to larger quarters and changed the name to Urban Outfitters.

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Urban Outfitters | Current Trends

‣ Urban Outfitters offers customers trendy apparel and home furnishings through retail locations, catalogs and websites.

‣ Urban Outfitters carries more than 30 brands.

‣ Products range from women’s and men’s apparel, accessories and footwear to items for the apartment, as well as gifts and novelties.

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Urban Outfitters | SWOT Analysis

Strengths:‣ Offers a compelling, distinct and creative style‣ Innovative store design ‣ Assorted mix of merchandise ‣ Unique product displays‣ Relatively less expensive than other retail stores and

major competition stores‣ Loyal customers

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Urban Outfitters | SWOT Analysis

Weaknesses:‣ Has very little advertising ‣ Offensive merchandise ‣ Not enough store locations

Opportunities:‣ Become more well-known‣ Higher profits

Threats:‣ Retail industry ‣ Current economic crisis

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Urban Outfitters | Target Audience

Demographics: ‣ All men and woman 16-30 yrs old ‣ Primarily high school and college aged

Psychographics: ‣ “MTV GENERATION”‣ Eclectic‣ Well-rounded

Behavioral Characteristics: ‣ Short Attention Span‣ Large Potential for Growth‣ Impulsive Buyers

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Urban Outfitters | Market Segmentation

18-24 year olds: ‣ primarily on high school & college campuses‣ more impulsive buyers‣ easily persuaded by advertisements‣ watch more television and read more magazines

24-30 year olds:‣ primarily in the work force‣ more concerned with their dollar amounts‣ listen to more radio

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Urban Outfitters | Influences

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Urban Outfitters | Product Review

‣ In 2008 Urban Outfitters direct sales rose by 32.4% to $272.4 million from $205.7 million in 2007

‣ In the fourth quarter ended Jan. 31, 2009 e-commerce revenue increased 20.4% to $70.9 million

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Urban Outfitters | Competative Review

‣Primary Competition: similar styled stores Abercrombie & Fitch Co., Bebe, Gap Inc.

‣Secondary Competition: mainstreaming of indie look, as well as shoe, book and accessory sellers

‣Advatages: branding, packaging, mixed clientele and overall various and broad inventory

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Urban Outfitters | Marketing Objectives

‣We will be using commercials, radio advertisements, and flyer advertisements in order to reach the local people of Jacksonville.

‣These tactics will aid us in increasing our sales by 10 percent, our company awareness by 20 percent, and to continue to have a steady increase for the both of these.

‣To increase the amount of Urban Outfitter’s stock purchased by 5 percent at the end of the 10 month campaign.

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Urban Outfitters | Positioning Strategy

‣ Positioning Statement:Urban Outfitters offer the widest, most unique selection for those who want the latest fashions, while at the same time having a sense of individuality.You will be set apart from the “pack” because only Urban Outfitters offers styles that are unique and creative, which will give you the look you have been searching for

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Urban Outfitters | Positioning Strategy

‣ Perceptual Map:Urban Outfitters offers the latest fashions and the highest quality products on the market that are based on creativity and individuality.

We stay up to date with the latest styles, but always stick to our roots which set us apart from the competition.

Urban Outfitters is for those who have been searching for something different, while at the same time staying up to date with the ever changing world of fashion

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Urban Outfitters | Advertising Objectives

‣ Increase advertising-related sales by 4% over the coarse of the 10-month span as well as an additional 3% increase for the following eight months for a total of 15% over the next year and a half starting at the beginning of our campaign

‣ Maintain a 40-45% current customer loyalty base and gain an additional 10% in customer base

‣ Set out from competitors

‣ Increase knowledge overall of products and services

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Urban Outfitters | Budget Recommendation

The projected budget for the entire 10-month campaign including a 10% fee for our agency is

$2,451,900.

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Urban Outfitters | Integrated Marketing

‣ Public relations and promotions

‣ Advertisements through the television, internet, radio, billboards, magazines, handouts/flyers and podcasts.

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Urban Outfitters | Interactive Internet

‣ Current/Upcoming sales

‣ BOGO’s

‣ Store Locations and Directions

‣ All Sizes, Colors, and Merchandise

‣ Track Each Visit

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