On many accounts, Urban Outfitters has made the news regarding product scandals. They have put out offensive goods that have made them enemies with many different market segments, an example being the t-shirt that read “Eat Less” sending the wrong message their consumer base (Ali, 2015).
If Urban Outfitters skews too young, the retailer could alienate the ideal consumer, which is known to be a 20-something. With a small discretionary income, the teen consumer segment is unable to contribute to the retailer’s revenue.
Urban Outfitters is more …show more content…
Consumers find more value in purchasing the collaboration pieces, as they are getting great quality at a very reasonable price. The collaborations help draw attention to the retailer, and ultimately attract more consumers to buy (Mau, 2010).
Being body positive has become trendy and profitable for retailers. The retailer Aerie saw a 26% increase in sales after launching their “Aerie Real” campaign. While URBN does not have the best track record with supporting the plus size market, offering merchandise that caters to the market would be a way for the retailer to increase sales and become more in touch with the diverse consumer base (Sadi, 2017).
To better compete with their competitors and to gain market share, Urban Outfitters will continue expanding. The retailer will continue to expand in Europe at a historic rate; currently, there is large market potential and limited brand presence. If the retailer continues to expand at such a quick rate, the global average store count can reach, or possibly exceed, 331 by 2020 (Great Speculations,