Urban Outfitters Continuing Case Study: Marketing a Business

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Urban Outfitters Continuing Case Study: Marketing a Business Michele S. Pridgen
Gary Reinke
Introduction to Business-BUS 100
May 26, 2011

Explain why Sears or Walmart cannot effectively create a trendy counterculture image A trendy, counterculture image is one that would be described as a hip, young and unique style. The key factors of this particular style are creating an uncommon, novel or exclusive appearance. Exclusivity can only be attained if products sold are small in quantity, creating a higher demand. Stores such as Sears and Walmart have a marketing strategy to sell high volume at low prices. Big box stores cater to the masses. When visiting these department stores, there are large quantities of the same item available. In addition, the same line of items can be found in most stores across the nation. Their target markets are to an older, more loyal customer base that are attracted to bargains, not to the young and hip trying to create a fashion statement. In buying in volume, Sears and Walmart can sell its products for less. Selling high quantities is how these stores create profitability. The Sears and Walmart brand names are synonymous with value, and certainly do not evoke images of trendy fashion. Both Sears and Walmart have completely opposite marketing strategies and target markets compared to Urban Outfitters and could never achieve, nor afford to create a trendy, counterculture image.

Could the big box stores sell merchandise identical to Urban Outfitters? Sears and Walmart could never sell merchandise identical to Urban Outfitters. The marketing style of big box stores buying high volumes and selling at low prices is completely opposite the marketing style of Urban Outfitters. Urban Outfitter sells to a niche market in target locations. They have few quantities available of any given product, lending itself to exclusivity. Department stores have huge distribution channels with many outlets throughout the country. Even if...
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