- Urban Outfitters is gearing up for back-to-school shopping with a recent, three part-campaign that launched July 10, in keeping with a press release.
- “Shift Happens” may have a presence across multiple channels, including a social media partnership with Pinterest. An in-person, two-day Space Shift event at The Chelsea Factory in New York City runs July 10-11.
- As a part of the Pinterest partnership, several influencers created their very own brand-forward boards, which can be delivered to life on the activation. Consumers can also win $5,000 in Urban Outfitters products to bring their very own Pinterest boards to life.
Urban Outfitters is preparing for back-to-school season with an social-heavy campaign that features a Pinterest partnership and a two-day activation at The Chelsea Factory. “Shift Happens” is a clever play on words that nods to the changes that young people experience around pivotal events like going back to high school.
“We recognize the approaching of age experience may be overwhelming and filled with the unknown. Our goal is to make the transition to maturity an empowering and galvanizing journey,” said Shea Jensen, president of Urban Outfitters, in a press release. “We hope our commitment to have a good time the extraordinary attributes that make this generation truly unique will allow us to connect with them on an authentic level.”
The campaign hopes to merge the physical and the digital. Like many Gen Z-forward brands, Urban Outfitters is employing the usage of influencers including Anya Tisdale, Kai McPhee, Morgan Maher and Rabab. Their custom Pinterest boards can be delivered to life on the in-person activation, where consumers will have the ability to immerse themselves and have a likelihood to buy the boards. The Space Shift activation also features live performances by R&B singer Tinashe, whose latest single, “Nasty,” has gone viral on TikTok.
In addition to The Chelsea Factory activation, Urban Outfitters can be popping up at school campuses across the country. Each college activation will include limited-edition drops from partner brands. To ensure a social presence, the outfitter is enlisting 100 creatives to interrupt up doom scrolling and insert positivity into feeds. “Shift Happens” will even engage other Gen Z-relevant brands including Birkenstock, Oakley and UGG.
As a retailer, Urban Outfitters has struggled. Of the five brands owned by its parent company, Urban Outfitters was the just one to see negative growth in essentially the most recent quarter. Still, its owner, which also operates Free People and Anthropologie, posted a Q1 record of $1.2 billion in total sales, representing 8% growth, in keeping with an earnings call.
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