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Business Analysis: Urban Outfitters

December 2013
by

Chaereen

on 6 December 2013

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Transcript of Business Analysis: Urban Outfitters

women's and men's fashion apparel, footwear, accessories
t-shirts, jeans, sweaters/jackets, pants/leggings, skirts dresses, boots, sandals, sneakers, hats, watches, scarves, sunglasses, headwear
apartment wares, home décor, gifts
wall art, vintage, bedding, furniture, tapestries, rugs, window, pillows/throws, lighting, room accessories, kitchen, bar, bath, vinyl, turntables, electronics, cameras, phone/tech accessories, stationary/desk supplies books
Known for catering to "
hipster
" culture and fashion, which incorporates an influence from past decades
THREATS
Competing companies
are responding by increasing their own brand assortments
Competing companies are
also expanding
into the men’s clothing market
Will have difficulty maintaining sales goals if the
economy
is unable to support retail environment
Cotton shortages
and increasing prices due to crop damage can affect production
Abercrombie and Fitch,
Gap, Guess, H&M, Pac Sun
BUSINESS
ANALYSIS:
URBAN
OUTFITTERS

SABAH
AHMED
,
CHAEREEN
PAK
&
CESAR
PALACIOS

Urban Outfitters is a brand under
URBN INC.
along with Anthropologie, Free People, Terrain, and BHLDN.
It is based in
Philadelphia, PA
. It is located in mainly large cities.
Urban Outfitters emphasizes
creativity
and
emotional connection
with its customers.
WHAT IS URBAN OUTFITTERS?
Founded in 1970, Urban Outfitters operates more than 130 stores in the United States, Canada and Europe, all offering an eclectic mix of merchandise. We stock our stores with what we love, calling on our — and our customer's — interest in contemporary art, music and fashion. From men's & women's apparel and accessories to items for the apartment, we offer a lifestyle-specific shopping experience for the educated, urban-minded individual in the 18 to 30 year-old range — both online and in our stores as well as through our catalog.
MISSION STATEMENT
KEY EXECUTIVES

Richard A. Hayne
Co-Founder, Chairman of the Board of Directors, Chief Executive Officer and President of URBN, Inc.
Scott A. Belair
Co-Founder, Director, Chairman of Compensation Committee and Member of the Audit Committee
STRENGTHS
"It serves as a one stop shopping experience for all things urban"
Those outside of major cities can shop from the
online storefront
The target age group is
comprehensive
Has strong
emotional connections
with its customers
Target customer is less likely to have a family, which means that they may have more
personal disposable income
Target customer more willing to spend on clothing that follows
trends
Carries a number of
other brands
; attracts wider variety of customers
Has more room to
adjust prices
because cost of living is higher in bigger cities
SWOT ANALYSIS (INTERNAL)
SWOT ANALYSIS (INTERNAL)
KEY EXECUTIVES
(CONTINUED)

Francis J. Conforti
Chief Financial Officer, Chief Accounting Officer, and Controller
Tedford G. Marlow
Chief Executive Officer of the Urban Outfitters
David W. McCreight
Chief Executive Officer of the Anthropologie Group

MARKETING STRATEGIES
COMPETITIVE LANDSCAPE ANALYSIS
TARGET CUSTOMER
PRODUCT MIX ASSORTMENT
SWOT ANALYSIS (EXTERNAL)
SWOT ANALYSIS (EXTERNAL)
knows its audience
exactly
makes itself "teenager/twenty something-friendly"
blog:
more images than words, slang words, music column
keeps up with the
latest trends
in their product mix
hundreds of
stores
and an
online storefront
takes advantage of
technology
iPhone application:
Urban On
barcode scanner, radio station, rewards program
Facebook, Instagram, Twitter, emails
updates, announcements, surprise coupons/deals
primary competition:
retail clothing stores
competitors are those who also have integrated interactive strategies
American Apparel, A&F, Gap, Guess, H&M, Pac Sun
secondary competition:
apartment furnishing stores
Target, IKEA
UO's general online approach has made it a
formidable online competitor
18 to 30 year old target market
youthful adult consumer base, both male and female
independent, affluent people living in big cities
those with funky and unique sense of style
“metropolitan hipster”
those who are creative and tech savvy
seems to be directed towards a higher class consumer in society
Richard A. Hayne
WEAKNESSES
Target group of customers
does not grow rapidly
Small subculture, small chance for
mass marketing
Makes it
difficult to compete
with other stores that UO customers shop at
Other brands that UO carries may develop
image/position issues
, which can become hazardous to UO’s own image
UO’s
labor sources
and
fabric choices
may not match with the beliefs of many customers
OPPORTUNITIES
Has the ability to grow
brand assortment
to increase its appeal to customers
Can expand into the market for
men’s clothing
Chance to appeal to new customers because of its
unique
and
trendy
product assortment
Eligible for
tax cuts
, if UO invests in renewable energy.
Can connect with customers through
text messaging and social networking sites
Able to send texts to customers with
checkout codes
for free shipping, and even
exclusive discount codes
Opportunity to expand into
international markets
BIGGEST CHALLENGES: COMPANY
complaints about expensive prices
young target customers
middle/low class customers
controversies: can spring up anytime with future products
has been under fire for...
graphic shirts that promoted
alcohol
and
vulgar language
graphic shirts offending different groups of people, including both
ethnic
and
religious groups
stealing
necklace designs
BIGGEST CHALLENGES: INDUSTRY
clothings companies have to keep up with the
latest trends
especially of the
younger generations
to
satisfy customers
drastic increase in the price of
cotton
due to cotton shortages
significant material for
clothing
cotton market is currently stable, but it'll always be a
risk
TO REMAIN SUCCESSFUL...
continue
the current strategy of appealing to the target audience through
social networking
,
e-commerce
, and
mobile devices
era of
rapid technological development
majority of the target group
owns smartphones
younger generations
like convenience
FUTURE STRATEGIES
expanding further
Urban On for Android users through Google Play Store
creating a mailing catalogue
Free People has already found success
continuing strong relations and collaborations with fashion magazines
Teen Vogue, Seventeen
Full transcript