Design Practice 2: Urban Outfitters

Urban Outfitters has been described as selling hip, expensive, kitschy, catlike and ironic merchandise, for example, T-shirts emblazoned with the words "Jive Turkey" or "Atari". They are known for catering to "hipster" culture and fashion, which incorporates an influence from past decades. According to their website, Urban Outfitters' "established ability to understand our customers and connect with them on an emotional level is the reason for our success." The site says that "the reason for this success is that our brands... are both compelling and distinct. Each brand chooses a particular customer segment, and once chosen, sets out to create sustainable points of distinction with that segment" and that "the emphasis is on creativity. Our goal is to offer a product assortment and an environment so compelling and distinctive that the customer feels an empathetic connection to the brand and is persuaded to buy." 

Urban Outfitters seeks to create "a differential shopping experience, which creates an emotional bond with the 18 to 30 year old target customer we serve." In 2011, it agreed to sell limited editions of Polaroid ONE600 instant cameras and Type 779 instant film in partnership with the Austrian entrepreneur Florian Kaps, who acquired the rights to manufacture 700 copies of the defunct product. In January 2013, it hired the Abraham & Roetzel lobbying firm, led by former Republican Sen. Spencer Abraham, to advocate on its behalf in Washington, D.C., regarding retail industry policy.

http://en.wikipedia.org/wiki/Urban_Outfitters

Due to the research of Diana F+ and analogue photography right at the start where it mentioned Urban Outfitters I looked into the brand. I wanted to find out what characteristics it took on and what customers it had to get more awareness of the potential audience and range. It speaks a lot about emotion and creativity in creating a rapport with the customers in persuading them to buy, this is obviously an angle that works due to the popularity in the store.