Marketing Principles Summative Brand Analysis Essay Example

Furthermore, being trend-focused in the volatile fashion industry puts them at risk for inaccurate fashion forecasting. The CEO of URBAN Inc., Richard Haynes, believes this was one factor contributing to a 9% drop in retail sales in 2013. However, they plan to minimize losses in the future by having smaller but more frequent inventory flows and only promoting successful items. Stuart Reed, the retail design manager for Urban Outfitters UK, explains that they redesign their stores every six months or more frequently in order to maintain their status as a "cool brand" and cater to the evolving lifestyle preferences of their target market (ID Magazine, 2011; Rosenberg-Elliot et al., 2011).Urban Outfitters' marketing strategy in the retail environment focuses on creating an emotional connection with customers by catering to their desires and preferences (URBAN ASK, 2009; Levy & White, 2012). They achieve this by customizing every aspect of their stores to appeal to their target customers' aesthetics. These stores are strategically located in prominent areas such as high streets and specialized retail centers in major student cities to maximize visibility (Davies, 1991). According to Urban Outfitters' website, they often choose unconventional spaces like former theaters, banks, and stock exchanges for their stores. The Creative Director at Urban Outfitters, Steve Briars, emphasizes that they intentionally differentiate themselves from rival brands through unique store designs. Around 50% of Urban Outfitters stores have distinctive layouts created by altering existing retail spaces (Hackled, 2009; URBAN ASK, 2009; retailer.M, 2013). For example, when Loon's Marble Arch flagship store opened its doors, it used visual tactics like a soft square hole on the ground floor to allow customers a glimpse into the

basement (Bitter, 1992; retailer.com, 2013). This approach aligns with Urban Outfitters' strategy of having fewer but high-quality stores that serve as both visual attractions and experiential promotions due to limited advertising budgets.Despite variations in their retail spaces, all of Urban Outfitters' interior environments share a stripped back, warehouse feel, which helps create a cohesive brand identity. When visiting the Urban Outfitters store in Leeds (2015), it becomes clear that their retail design strategies align closely with the descriptions on Rube's website. Their goal is to establish emotional connections with their target consumers through sensory marketing (Krishna, 2010). All of their stores employ a response taxonomy strategy, overwhelming consumers with sensory stimuli through chaotic store layouts, contemporary art, fast-paced alternative music, unique signage, and lighting. These elements are aimed at enticing the target consumer and enhancing their customer experience (Donovan & Roister, 1982; Housel, 2007; URBAN.M).

The merchandise is presented creatively in various vignettes and displays that are grouped together to assist customers in mix-and-match options (URBAN ASK, 2009). Salespeople at Urban Outfitters embody the brand's personality by wearing its products as well as displaying tattoos and engaging with customers. This further enhances the customer experience (Retailer.Com, 2013). What sets Urban Outfitters' retail environment apart from its competitors is that it is not just a retail space but also "part art-installation, part urban cool coffee bar and part DC booth" (Independent, 1998). The Marble Arch Store even features a creative art workshop where employees continue to create artwork used in the retail environment (Holbrook and Hiroshima ,1982Urban Outfitters creates a unique environment that markets the urban lifestyle, allowing target consumers to experience pop-culture and connect with friends.

Their marketing strategy focuses on building an emotional relationship between consumers and their brand through integrated marketing communications. The brand's online and social-media log serves as an information resource for style, fashion, news, art, and culture that aligns with the retail environment. Promotional intent may not always be obvious as the emphasis is on creating an experiential consumerism rather than strongly endorsing products. Dimmit Siegel, Executive Director of Marketing for Urban Outfitters, explains that their main focus is on building relationships and making friends with customers instead of using traditional marketing techniques. To add value to its products, Urban Outfitters partners with third-party street bloggers and trendsetters who promote their products within their loyal networks.Street bloggers such as Joshua Kraals and Travis Gumbos are also involved in Urban Outfitters' online presence (observance.Com, 2010). Urban Outfitters focuses on directly engaging customers through social media instead of solely pursuing follower count. They create brand advocates through campaigns like 'I-JOY Around You' and 'The Way You Wore It', where consumers actively participate by sharing their own photos (observance.Com, 2010; Hackled, 2010; enforceability's.Com, 2013). These campaigns also encourage word-of-mouth advertising and the formation of a brand community (Hackled & Taxiways, 2006).

In general, Urban Outfitters uses targeted marketing strategies that prioritize consumer needs and preferences. They exceed the expectations of their target audience by offering an exciting retail atmosphere and an engaging integrated marketing communications platform. These well-coordinated strategies contribute to the development of a cohesive and powerful brand identity tailored to meet the desires of the target audience. Together, they form a unified approach.