Urban Outfitters don't actually advertise - in print or on tv.
http://www.independent.co.uk/life-style/fashion/features/bright-sparks-urban-outfitters-6293036.html
When Urban Outfitters first opened its doors in Kensington in 1998, there was no other store like it.
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.
The aim is to provide thoughtful pieces that survive faddish trends and
can be updated with accessories. "Our customers are experimental,"
explains Becki Clark, womenswear buying manager. "They mix own-brand
items with vintage items from our 'remade' section, and brands from our
boutique section. They want unique pieces that you don't find in other
stores – we are very influenced by vintage finds and I think that is key
to our handwriting."
"It may sound illogical to enter one of the most competitive retail
markets in the world at a time when consumers simply aren't spending,"
says Natalie Berg, an analyst at Planet Retail, of the chain's expansion
into Europe, "but it's important to remember that this is a
well-established brand in the US. They have a proven formula and are
offering something truly unique to the UK market. They're injecting a
sense of novelty into the high street."
That's actually quite an important quote... The reason Urban Outfitters work is because they are offering something more unique to the high street then your typical stores. We need to think about what can ANN TAYLOR offer? What are they going to be adding to the high street that we haven't already got?
Rakhee xx
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