Urban Outfitters Spring Campaign
Urban for every BODY.
Website Layout
The Study
As part of my internship application for Urban Outfitters (UO), I was tasked to create a mock campaign for spring 2021. I collected valuable information from research to develop a solution to a problem UO faces. I then used this information to serve as the platform of my campaign. My findings are as follows:
UO experienced issues regarding size inclusivity in the past, specifically for the "Class of 2017" Campaign, where a plus-size model (Barbie Ferreia) was featured wearing a t-shirt that could not actually be purchased in that size at UO, causing backlash. Press such as Metro, Cosmopolitan, Revelist and the Huffington Post published articles about UO not being "body positive" or inclusive, causing UO customer loyalty and trust to decline. Retail segment net sales decreased by 1.4% at Urban Outfitters in fiscal 2020 vs. fiscal 2019, while retail segment net sales increased for both Anthropologie Group and Free People by 2.2% and 6.6%, respectively. Gross profit percentage in fiscal 2020 decreased to 31.1% of net sales whereas in fiscal 2019, the gross profit percentage equated to 34.1% of net sales. Higher retail segment markdowns were linked to underperforming product at both Urban Outfitters and Anthropologie brands. Significant decreases in both net income and net sales in the second half of the year.
The Solution
Transitioning into spring, UO launches a size inclusive clothing line on International Women's Day to celebrate inclusivity and body positivity. Major campaign points will include the launch of a new clothing line providing a greater product offering (sizes available up to 3XL), an International Women’s Day sale, and the integration of a positivity podcast on Spotify where UO will partner with body positive influencers to help women become more confident in their own skin.
