Analysis of US
Brand that has come to the UK – Urban Outfitters
Urban Outfitters first entered the UK market in 1998 with
their first store launch at Kensington. The reason they work so well is because
they identified a gap in the market in which the UK high street could benefit;
Urban Outfitters target a certain type of consumer in which they as a brand
understand the needs of, rather then targeting everybody. They inject a
different type of novelty to our market, offering so much more then just a
regular shopping experience.
“Its idiosyncratic
mixture of lifestyle with luxury, and trend with twee, make it a destination in
itself – beyond shopping and into the realm of concept consumerism”
With their American knowledge of customer service they saw
something lacking within the UK and spotted this idea of creating an ‘experience’
in store as oppose to a consumer just walking in and buying something. They’re
known for having an atmospheric environment in which the consumer feels
comfortable. It’s got a very vintage homely feel to it which enables consumers
to really connect to the store.
Urban Outfitters have never really had to commercially advertise,
word of mouth of those who have visited one of their stores spread fast. They
interact with audiences through their online blog and website.
(I have quite a few primary images of their instore layout and stuff too)
Rakhee xx
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