Urban Outfitters, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Urban Outfitters Inc. is a retail company that operates stores under the Urban Outfitters, Anthropologie and Free People brand names. The company, headquartered in Philadelphia, PA, also operates through its wholesale business, web sites and catalogs.
|Main Telephone||(215) 454-5500|
Urban Outfitters, Inc. ContactsContacts (5/14)
|Richard H.||Chief Executive Officer||PA|
Sample of Associated Brands
|Meg H.||President, Free People & Chief Creative Officer - URBN||PA|
|David M.||Chief Executive Officer - Anthropologie||PA|
|Barbara R.||Chief Sourcing Officer - URBN inc||PA|
|Frank C.||Chief Financial Officer||PA|
|Urban Outfitters, Inc.||*|
Who is the Chief Executive Officer of Urban Outfitters, Inc.?
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What is the email of the President, Free People & Chief Creative Officer - URBN of Urban Outfitters, Inc.?
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Score 65 – On the Brink: Urban Outfitters continues tech, marketing investments to grow D2C channel
Subject: Digital, mobile, social media, data, analytics, earned media, email, direct mail, print
Company: Winmo), Philadelphia-based specialty retail company that operates the Anthropologie, Free People and Urban Outfitters brands. Urban Outfitters has more than 230 stores in the U.S., Canada and Europe.
Opportunity: In the Q3 earnings call, UO CFO Frank Conforti said that the company would continue to focus spend primarily on technology and marketing initiatives to support growth in the direct-to-consumer (D2C) channel. UO president Trish Donnelly stated that in Q3 UO worked on communicating its brand message through “creative inventory and social engagements.” UO has been focused on providing a singular omnichannel brand message this year and is now exploring print opportunities. Specifically, Donnelly said UO will experiment with direct mail and catalog concepts moving into the spring.
Note that branding UO’s men’s business will be a focus moving forward, as well, as Donnelly said this is where the company has “tremendous opportunity” to please core customers. In addition to print opportunities, UO’s social media and digital brand efforts are increasing, so look for more dollars here in 2016.
UO has historically been wary to look outside for marketing assistance, but sustained struggles may cause Donnelly, who is relatively new (research Vulnerable Account Index.
D2C Initiatives: Donnelly said that UO has been, and will continue to be, ”highly focused” on the direct channel. This channel saw YOY increases in conversion across all of UO’s experiences: desk top, tablets, mobile web and the UO app. UO has been focused on providing a singular brand message by utilizing the same imagery both on-and off-line. According to Donnelly, this consistent cross-channel messaging has supported the D2C increase in Q3. CEO Richard Hayne added that: “After two years of rebuilding the brand, it is now positioned for growth. We believe there is considerable opportunity to expand the D2C channel and build more projects.”
Target Audience: UO’s efforts to revitalize its brand have recently hinged on its ability to appeal to “young, hip adult consumers” (more here). UO wants to rely less on teens, but merchandise and marketing is not resonating with older 20-somethings so far. Instead, these older customers are flocking to rivals and UO's sister brands - Free People, a bohemian apparel and lifestyle concept, and Anthropologie, which skews towards affluent, “self-expressive” 18-to-28-year-olds.
Media Spend: According to UO’s 10-K, SG&A expenses increased by $16.2 million (8.2%) to $214.4 million in Q2 of FY 2016 over Q2 FY 2015 (the three months ended July 31). The dollar increase was primarily related to increased marekting and technology expenses that were used to drive higher D2C traffic
Digital Breakdown: Per Moat, UO has run 118 display ads on 2,431 publishers so far this year (7% mobile). Top ad desintations include nymag.com, likes.com, wunderground.com and lipstickalley.com (only 3% placed site direct). Display ads have been run relatively consistently throughout 2015, with the biggest spike in April and September.
For the same period 2014, only six display ads were run on 146 publishers (<1% mobile).
5000 South Broad St.
Philadelphia, PA 19112
President – Urban Outfitters
Director, Global Interactive Marketing