URBNUrban Outfitters Free People AnthropologieTerrain BHLDN

Team 4:Colleen Pitt

Janelle JordanTevin Birch

Charnele BrownStephanie Kempadoo

URBN

URBN

Environment

Emotion

Empathy

URBN

URBN

Free People

Anthropologie Urban Outfitters

Terrain

BHLDN

ISSUES

Issues

• Anthropologie overtaking Urban Outfitters

• Lack of Connectivity

• Missed Opportunities

Anthropologie Overtaking Urban Outfitters• Decrease in foot traffic

• Lack of brand identity

• Unsuccessful campaigns

Without Walls Campaign

Lack of Connectivity

• No cycle

• Unknown brand connection

Missed Opportunities

• Optimization of existing elements

• Two brands are stronger than one

WHO ARE OUR CONSUMERS?

Demographics of Consumers

• Not “upscale homeless,” but “stylishly layering”

• Status Strivers

• Trendsetters

• Style Sharers

RECOMMENDATIONS

Recommendations

• Email Sign Up Options

• Traveling Shopping Cart

• “Layer Your Life” Campaign

Email Sign Up

• One simple sign up

• Special membership program

Traveling Shopping Cart

• Same cart on all the sites

• URBN app

• Increase impulse buying

“Layer Your Life” Campaign

• Layers incorporated from all stores

• Displayed in all locations

• Connection to individuality

Campaign Elements• Online Look Book

• In-store featured looks

• In-store buying

• Virtual Mannequin

“Don’t Just Buy the Dress, Get the Whole Wedding”• Package Deal

• Highlighting Convenience

• Strengthening of a new brand

Integration of Visual Content• Live Pinterest board in stores

• Utilization of visual aspect of décor and weddings for promotion

Integration of Visual Content