Urban Outfitters has a large social media presence across Twitter, Facebook, Instagram, blogs, and Foursquare. Consumer feedback is mostly positive, with users posting about products they like. However, some negative feedback exists regarding controversial products and high prices. The brand could improve further by addressing negative comments and increasing engagement through contests and promotions.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive functioning. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms.
The document discusses the benefits of exercise for both physical and mental health. Regular exercise can improve cardiovascular health, reduce symptoms of depression and anxiety, enhance mood, and boost brain function. Staying physically active helps fight diseases and conditions, increases energy levels, and promotes better quality of life.
Patent Law, Trademark Law, Copyright, Software – Copyright or Patented, Domain Names and Copyright disputes, Electronic Data Base and its Protection, IT Act and Civil Procedure Code, IT Act and Criminal Procedural Code, Relevant Sections of Indian Evidence Act, Relevant Sections of Bankers Book Evidence Act, Relevant Sections of Indian Penal Code, Relevant Sections of Reserve Bank of India Act, Law Relating To Employees And Internet, Alternative Dispute Resolution , Online Dispute Resolution (ODR)
El documento habla sobre los desafíos que enfrentan las pequeñas empresas en la actualidad. Menciona que la pandemia ha afectado negativamente a muchas pequeñas empresas y que necesitan apoyo gubernamental para sobrevivir y seguir creando puestos de trabajo. También señala que las pequeñas empresas son un componente vital de la economía y merecen más ayuda para superar las dificultades actuales.
The document is a scanned receipt from a grocery store purchase on June 15th, 2022 totaling $58.37. It lists items bought including ground beef, chicken breasts, tortillas, cheese, and produce such as tomatoes, lettuce, and onions. The receipt shows the item prices, taxes, and total amount due.
Overview of IT Act, 2000, Amendments and Limitations of IT Act, Digital Signatures, Cryptographic Algorithm, Public Cryptography, Private Cryptography, Electronic Governance, Legal Recognition of Electronic Records, Legal Recognition of Digital Signature, Certifying Authorities, Cyber Crime and Offences, Network Service Providers Liability, Cyber Regulations Appellate Tribunal, Penalties and Adjudication.
La Unión Europea ha propuesto un nuevo paquete de sanciones contra Rusia que incluye un embargo al petróleo. El embargo prohibiría la importación de petróleo ruso a la UE y también impediría a los buques europeos transportar petróleo ruso a otros lugares. Sin embargo, Hungría se opone firmemente al embargo al petróleo, argumentando que dependen en gran medida de las importaciones rusas y que les llevaría demasiado tiempo encontrar nuevos proveedores.
The document is a scanned receipt from a grocery store purchase on June 15th, 2022 totaling $58.37. It lists items bought including ground beef, chicken breasts, tortillas, cheese, and produce such as tomatoes, lettuce, and onions. The receipt shows the item prices, taxes, and total amount due.
The document discusses the benefits of exercise for both physical and mental health. Regular exercise can improve cardiovascular health, reduce stress and anxiety, boost mood, and enhance cognitive function. Staying physically active for at least 30 minutes each day is recommended for significant health benefits.
Si eres taxista o trabajas un transporte público, incrementa tus clientes y formaliza tu actividad al inscribirte en el Régimen de Incorporación Fiscal.
La pandemia de COVID-19 ha tenido un impacto significativo en la economía mundial y las vidas de las personas. Muchos países han impuesto medidas de confinamiento que han cerrado negocios y escuelas, y han pedido a la gente que se quede en casa tanto como sea posible para frenar la propagación del virus. A medida que los países comienzan a reabrir gradualmente, los gobiernos y las empresas deben encontrar formas de reanudar las actividades económicas de manera segura sin poner en peligro los avances realizados para controlar la pan
Henrique pinto curso progressivo de violão - 02Saulo Gomes
A empresa de tecnologia anunciou um novo smartphone com câmera aprimorada, maior tela e melhor desempenho. O dispositivo também possui um preço mais acessível em comparação aos modelos anteriores para atrair mais consumidores. O lançamento ocorrerá no próximo mês e a empresa espera que o novo smartphone ajude a aumentar suas vendas e participação no mercado.
This document analyzes the macro environment, industry environment, five forces, value chain, resource-based view, and SWOT for Urban Outfitters. The macro trends impacting Urban Outfitters include an aging population, increased healthcare costs, growth of the Hispanic workforce, rise of smartphones and social media, and high consumer debt. The specialty retail apparel industry is highly competitive with key competitors like American Eagle. Urban Outfitters has strengths in marketing, sales force productivity, and low debt, but faces threats from substitutes and industry rivalry.
A product of our final Applied Trend Forecasting project at FIDM, this assignment focuses on forecasting Spring/Summer 2014 trends for Urban Outfitters. We predict that 'Festival Fashion' will continue to be a strong trend. We are also predicting a color story that we call 'Nomadic Adventures'. This color story, and fashion trends, tell a story of free-spirited, more natural colored, gypsy & nomadic fashion.
The document discusses the benefits of exercise for both physical and mental health. Regular exercise can improve cardiovascular health, reduce symptoms of depression and anxiety, enhance mood, and boost brain function. Staying physically active helps fight diseases and conditions, increases energy levels, and promotes better quality of life.
Patent Law, Trademark Law, Copyright, Software – Copyright or Patented, Domain Names and Copyright disputes, Electronic Data Base and its Protection, IT Act and Civil Procedure Code, IT Act and Criminal Procedural Code, Relevant Sections of Indian Evidence Act, Relevant Sections of Bankers Book Evidence Act, Relevant Sections of Indian Penal Code, Relevant Sections of Reserve Bank of India Act, Law Relating To Employees And Internet, Alternative Dispute Resolution , Online Dispute Resolution (ODR)
El documento habla sobre los desafíos que enfrentan las pequeñas empresas en la actualidad. Menciona que la pandemia ha afectado negativamente a muchas pequeñas empresas y que necesitan apoyo gubernamental para sobrevivir y seguir creando puestos de trabajo. También señala que las pequeñas empresas son un componente vital de la economía y merecen más ayuda para superar las dificultades actuales.
The document is a scanned receipt from a grocery store purchase on June 15th, 2022 totaling $58.37. It lists items bought including ground beef, chicken breasts, tortillas, cheese, and produce such as tomatoes, lettuce, and onions. The receipt shows the item prices, taxes, and total amount due.
Overview of IT Act, 2000, Amendments and Limitations of IT Act, Digital Signatures, Cryptographic Algorithm, Public Cryptography, Private Cryptography, Electronic Governance, Legal Recognition of Electronic Records, Legal Recognition of Digital Signature, Certifying Authorities, Cyber Crime and Offences, Network Service Providers Liability, Cyber Regulations Appellate Tribunal, Penalties and Adjudication.
La Unión Europea ha propuesto un nuevo paquete de sanciones contra Rusia que incluye un embargo al petróleo. El embargo prohibiría la importación de petróleo ruso a la UE y también impediría a los buques europeos transportar petróleo ruso a otros lugares. Sin embargo, Hungría se opone firmemente al embargo al petróleo, argumentando que dependen en gran medida de las importaciones rusas y que les llevaría demasiado tiempo encontrar nuevos proveedores.
The document is a scanned receipt from a grocery store purchase on June 15th, 2022 totaling $58.37. It lists items bought including ground beef, chicken breasts, tortillas, cheese, and produce such as tomatoes, lettuce, and onions. The receipt shows the item prices, taxes, and total amount due.
The document discusses the benefits of exercise for both physical and mental health. Regular exercise can improve cardiovascular health, reduce stress and anxiety, boost mood, and enhance cognitive function. Staying physically active for at least 30 minutes each day is recommended for significant health benefits.
Si eres taxista o trabajas un transporte público, incrementa tus clientes y formaliza tu actividad al inscribirte en el Régimen de Incorporación Fiscal.
La pandemia de COVID-19 ha tenido un impacto significativo en la economía mundial y las vidas de las personas. Muchos países han impuesto medidas de confinamiento que han cerrado negocios y escuelas, y han pedido a la gente que se quede en casa tanto como sea posible para frenar la propagación del virus. A medida que los países comienzan a reabrir gradualmente, los gobiernos y las empresas deben encontrar formas de reanudar las actividades económicas de manera segura sin poner en peligro los avances realizados para controlar la pan
Henrique pinto curso progressivo de violão - 02Saulo Gomes
A empresa de tecnologia anunciou um novo smartphone com câmera aprimorada, maior tela e melhor desempenho. O dispositivo também possui um preço mais acessível em comparação aos modelos anteriores para atrair mais consumidores. O lançamento ocorrerá no próximo mês e a empresa espera que o novo smartphone ajude a aumentar suas vendas e participação no mercado.
This document analyzes the macro environment, industry environment, five forces, value chain, resource-based view, and SWOT for Urban Outfitters. The macro trends impacting Urban Outfitters include an aging population, increased healthcare costs, growth of the Hispanic workforce, rise of smartphones and social media, and high consumer debt. The specialty retail apparel industry is highly competitive with key competitors like American Eagle. Urban Outfitters has strengths in marketing, sales force productivity, and low debt, but faces threats from substitutes and industry rivalry.
A product of our final Applied Trend Forecasting project at FIDM, this assignment focuses on forecasting Spring/Summer 2014 trends for Urban Outfitters. We predict that 'Festival Fashion' will continue to be a strong trend. We are also predicting a color story that we call 'Nomadic Adventures'. This color story, and fashion trends, tell a story of free-spirited, more natural colored, gypsy & nomadic fashion.
Urban Outfitters was founded in 1970 in Philadelphia and incorporated in 1976. It aims to serve 18-30 year olds with counter-culture clothing. The company has grown to over 150 stores globally and also sells online. However, some of its products have offended groups and it has faced controversies and lawsuits. To keep growing, Urban Outfitters must stay attuned to trends, improve the customer experience through technology, and protect its brand reputation.
Urban Outfitters group, A new way of thinking Brand Retail ?Helixa
Urban Outfitters group has achieved exceptional sales growth of 23% annually over the past 10 years, even as the fashion retail industry has seen gloomy conditions and saturated western markets. The group succeeds in increasing sales and improving operating margins through its unique brand concepts like Urban Outfitters, Anthropologie, and Free People that target specific demographics with curated merchandise and store experiences. Urban Outfitters group has developed a new model for brand retail that drives top sales productivity compared to its peers.
Urban Outfitters aims to attract 18-30 year old hipsters through contests on Facebook, Twitter, and Pinterest promoting their brand and styles. The strategy includes a photo contest on Facebook, creative question contests on Twitter, and board creation/tagging contests on Pinterest, all rewarding winners with gift cards. A supplemental blog will inform customers and drive traffic to generate more sales from their target audience. The $48,650 budget will be used for agency costs, content managers, incentives, and the blog domain.
The document summarizes the development of a business model for an exclusive social media platform called Bent. Through customer interviews and testing two ideas, the team refined their model to focus on rewarding female social media influencers ("Instachicks") for hashtagging brands in their photos. The value proposition is to provide visibility for fashion brands while monetizing influencers' social activity. Key next steps are validating the model with experts, securing partners, and designing an MVP platform to test brand impact and user rewards.
Social media SWOT analysis for South Beach Food and Wine Festival Shalley Villamarin
Classmates and I created a SWOT analysis of the the variety of social media outlets that the South Beach Food and Wine may use to interact and engage with its followers.
This document provides a summary of plans for an Urban Outfitters pop-up shop located in the K11 Department Store in Shanghai, China for 3 months. It describes the target customer demographics as fashion-oriented younger consumers and aspirational consumers with disposable income. It also outlines the location factors including foot traffic, nearby attractions, and the B2 floor plan where the pop-up shop will be located. Details are given about staffing, fixtures and interior design, product lines, and promotional plans including events to drive traffic. Financial projections are also included but not summarized in detail.
The document discusses rebranding strategies for American Apparel. It notes the brand is known for controversial advertising but faces issues with turnover, lawsuits, and bans. The new CEO wants to move away from sexual imagery and focus on social commentary while staying creative and true to manufacturing in the USA. It suggests emphasizing social consciousness and corporate responsibility to improve reputation and focus on a new target audience of socially aware millennials. A campaign emphasizing "buttoning up" sexuality could help volume down accusations while keeping an original creative voice.
American Apparel wants to increase revenue by promoting its social responsibility practices to its target market of 16-24 year olds. A brand audit found that only 38.2% see the company as environmentally responsible. The positioning strategy is to "Show American Apparel's green side!" by communicating how it has created US jobs with good benefits and pays workers twice the minimum wage. The campaign aims to create buzz and reinforce the brand image while making consumers feel socially responsible by buying from a sustainable company.
American Apparel is facing a period of slow sales and has an excess of labor. As the management team, they must address how to deal with this issue in an ethical way that prioritizes the well-being of employees. The document outlines background information on American Apparel and provides guidance on how to thoughtfully approach this dilemma by considering stakeholders, ethics tests, and innovative solutions compatible with the company's values.
American Apperel Brand Marketing Analysis ProjectBen Kvisler
American Apparel sells clothing and accessories through 273 stores in the US and internationally. Their products are colorful and modern with 499 styles. Stores are located in trendy areas of cities. Prices are higher than competitors but aim to position the brand as high-quality rather than low-cost. Promotion includes social media, controversial ads, and highlighting their ethical practices to appeal to customers. While the company brands itself as for "everyone", consumers perceive it as targeting younger, fashion-forward audiences.
Case Study on American Apparel
By Liza Bain, Aaron Brown-Kert, Andrew Hyde, Maxie Winick and Mark Gronowski
For Marketing Management Class
Use for educational purposes only
This document provides an overview and analysis of American Apparel, a vertically integrated apparel manufacturer, distributor, and retailer. It discusses the company's history, operations, products, distribution channels, target market, competitors, and macro environment. It also analyzes the US apparel industry and market trends. The document then provides recommendations for an integrated marketing strategy, including repositioning the brand, increasing digital marketing and e-commerce, improving inventory management, and implementing a "Back to Basics" advertising campaign. Financial projections anticipate increased sales and profits resulting from the recommendations.
This marketing plan proposes tactics to help American Apparel achieve three objectives by the end of 2014: 1) Create a music festival with 10,000 attendees generating $1 million in revenue, 2) Increase their online community by 20%, and 3) Improve their brand image by 80%. The main tactic is a social music festival in September 2014 offering fans a unique experience. The festival aims to showcase the brand's positive values while increasing sales and engagement. Key elements of the plan include targeting millennials, leveraging technology and omni-channel experiences, and addressing challenges in the apparel industry through innovation.
Topshop is a multinational retailer that started in 1964 in a basement in Sheffield, England. It has since expanded to over 400 stores globally. As part of the Arcadia Group, Topshop focuses on trendy clothing, accessories, beauty and footwear. The document discusses Topshop's history, brands under Arcadia Group, target demographics, marketing strategies, and objectives for further market research and strategic analysis.
Urban Outfitters has a strong presence across many social media platforms including Facebook, Twitter, Instagram, Pinterest, YouTube, Tumblr and LinkedIn. They have large followings and engage users through photos, videos, contests and links. Their mobile site could be improved by including buttons to share content and link to social media pages. Overall Urban Outfitters utilizes social media effectively to foster their brand community and showcase their products and lifestyle.
- The document provides an overview of the online presence and digital marketing strategies of Topshop, a major British clothing retailer.
- It analyzes Topshop's social media presence on platforms like Facebook, Twitter, YouTube, and Tumblr, finding high engagement on some channels but room for improvement on others.
- The document also discusses Topshop's efforts to integrate its online and offline shopping experiences, such as through in-store photo campaigns and a virtual fitting room prototype.
- Recommendations include increasing social media discussions and contests, launching a Google+ page, developing a UK mobile app, and expanding the virtual fitting room internationally.
The document discusses strategies for making the most of social media. It recommends listening to conversations on social media to understand issues and opportunities. It also suggests inviting community members in by launching branded pages on Facebook, blogs, Twitter, YouTube and LinkedIn to engage with customers. The document further stresses the importance of spreading engaging content across various social media platforms as part of an overall content strategy and analyzing results to optimize the social media approach.
How to reach China's youth? Guide to reach China's youth online and spread virally over Weibo, RenRen,Baidu, forums and other Chinese social networks. -- www.MitchellBlatt.com for more
Visit my website at http://mitchellblatt.com for more information or email me at mhblatt@gmail.com.
Urban Outfitters' digital marketing strategy needs to better connect with their target audience through more engaging social media content. They should [1] feature customers monthly on their blog to showcase real people living the brand, [2] promote emerging trends their audience cares about on social platforms, and [3] link their different accounts together to make content easier for customers to access. Measuring increased engagement, followers, and sales will show if these efforts succeed in achieving the theme of getting customers to truly live, love and be the Urban Outfitters brand. A $225,000 budget over one year would support redesigning social pages, running contests, and a customer of the month program.
The key is choosing the right platform based on brand goals. Both standalone sites and social media can drive traffic and engagement if used strategically.
32
As part of my work as a Teaching Assistant for Professor Nelson's Social Media (MCOM - 3010) class, I helped prepare materials for the classes. This presentation is one of my early works showing some good uses of social media to engage with customers.
Professor Nelson changed a few things to help it match her presenting style better, but here is my original presentation before modification.
This document provides best practices for luxury brands on Twitter in India. It analyzes the Twitter strategies of luxury brands like Burberry, Tiffany, and Louis Vuitton. Key observations are that conversations on Twitter should be personal and aspirational to maintain brand value. Luxury brands aim to be trend setters through sophisticated yet informative tweets. The recommended strategy is to identify influencers, engage in conversations, provide different content like events and products, and integrate Twitter with other platforms to increase reach. Tweets should be short with images and hashtags to drive higher engagement.
The document discusses the macro environment, social/technological factors, and marketing ethics of ASOS, Net-a-porter, and Urban Outfitters. It analyzes their target markets, brands, visual merchandising, customer service, and SWOT. ASOS and Net-a-porter target younger consumers and focus on fashion/trends while Urban Outfitters targets a slightly older hipster demographic. All emphasize ethical sourcing and environmental sustainability.
What's happening in social media, branding and marketing on the web - Novembe...Mike Takahashi
Facebook launches a new Places feature allowing users to receive deals from businesses when checking in on their mobile phone. When the Giants won the World Series, riots broke out in San Francisco that were broadcast in real-time on social media sites like Twitter, Flickr, Foursquare and Ustream. The 'Like' button on Facebook drives huge increases in traffic to news sites and other websites by allowing users to share content with their Facebook friends. Old Spice's viral marketing campaign featuring the 'Old Spice Guy' responding to fans on Twitter and YouTube skyrocketed their sales and made the brand more relevant.
This document provides an overview of social media tracking and campaign management services. It describes tracking and reports for Facebook, Sina Weibo, Twitter, and Google+ including reach, engagement, influencers and competitive analysis. It also outlines campaign solutions and case studies for Facebook apps and contests, mobile apps and ads. Additional services covered include website design, translation, photo editing, and 360 degree virtual tours.
Lookbook.nu is a fashion and youth culture website launched in 2008. It allows users to post photos of their outfits and share their personal style. Over 3-4.5 million unique visitors use the site monthly to get fashion inspiration, follow trends, and engage with the community. Popular brands advertise on Lookbook.nu through banners, sponsored contests featuring their products, collaborations with influential bloggers, and engaging directly on the site. Case studies show how American Apparel and Nine West successfully partnered with Lookbook.nu and bloggers to promote products. Advertising options range from inexpensive banners to more prominent custom integrations, with top positioning available for premium brands.
Retail & eCommerce Marketing Case StudiesDenine Harper
The document discusses marketing strategies for King of Prussia Mall. It describes how the mall shifted to more online and social media focused marketing in 2009 by enlisting a brand ambassador and stylist, Tracy Taylor. This included redesigning the mall's website to feature fashion articles, videos, and social shopping tools. The marketing efforts were very successful, with the mall's Facebook page gaining over 11,000 fans within two weeks and its Twitter gaining over 700 followers. A viral contest further promoted the mall's fashion and engaged customers through uploading outfits and voting online.
The document outlines a marketing plan for the men's clothing brand Markham. It seeks to establish Markham as a movement for personal style expression among urban males aged 15-24. The plan involves 3 phases: 1) Creating mystery around the movement through outdoor advertising; 2) Launching an interactive Facebook page asking users to show their style; 3) Bringing styles to life through customized loyalty cards, catalogues, and in-store displays. The objectives are to increase brand clarity and youth awareness, while growing the online account base. If successful, the plan will position Markham as the choice for those making a distinct style statement.
The Mento Sessions - How Successful eCommerce Companies Use Social MediaMark Canty
In the first of the Mento Sessions, we looked at some examples and advice regarding the use of Social Media and Automation to promote your business and products online.
Naomi Klein is a renowned journalist and author who wrote the international bestseller No Logo. In No Logo, Klein examines the rise of anti-corporate activism and how large brands have come to dominate public space, leaving consumers with little choice or freedom. She argues that brands control perceptions and influence thoughts through the use of celebrity endorsements. Klein also criticizes how large corporations exploit cheap foreign labor and undermine job stability in home countries through outsourcing. While some critique Klein's perspective, No Logo helped spark global political movements opposing unchecked corporate power and the dominance of brands in everyday life.
The document discusses how King of Prussia Mall utilized social media and a viral contest called "What's Your Look?" to promote their 2008 fall fashion season. Over 250,000 shoppers uploaded photos of outfits purchased at the mall to a microsite. Visitors then rated, voted and shared their favorite looks, spreading the contest virally through social networks. This led to a 43% increase in website traffic and over 1,000% increase in newsletter registrations, demonstrating the success of their social media marketing strategy.
Wine Social Media Mobile App Seminar Nov-12 NZ TourBruce McGechan
The document summarizes a wine marketing seminar about using social media and wine apps to sell more wine. It discusses trends in social media and wine marketing over time. It then covers key topics like principles of social media engagement, best practices for social media involvement levels, and how to create a social media brief with objectives and tactics. Finally, it discusses specific tactics for Facebook, such as connecting with fans, engaging them with different post types and content, and using paid ads and targeting. The overall document provides guidance on developing an effective social media strategy for wine marketing.
This document discusses different methods for promoting a brand or message through various online and offline media channels. It provides examples of how successful campaigns like (RED) and Obama's 2008 presidential campaign developed strong, recognizable brand identities and established extensive presences across social media platforms. The document also outlines Red Bull's creative marketing techniques that encourage ongoing customer interaction and dialogue through contests and scavenger hunts.
The document discusses how social media can be used as a brand advocacy, loyalty, and market creation tool rather than just a sales tool. It provides examples of how companies like Zappos, Wetseal, Burberry, and Levi's have used social media strategically to increase engagement, sales and brand awareness. Specifically, it outlines techniques like creating scarcity, reciprocity, crowdsourcing, and building communities to influence customers to advocate for brands.
2. Urban
Outfitters
Brand Overview
• Urban Outfitters was started in
Philadelphia, Pennsylvania in 1970 and was
originally called the“Free The People
Store”. It was known for “funky fashion”
and household items.
• The clothing and products sold are known
for being a mix of vintage, bohemian,
retro, and hipster.
• Its target market is men and women 18-30
years of age.
3. Urban
Outfitters
Social Media Presence
• Urban Outfitters main social media outlets include: Twitter,
Facebook, Instagram, Blogs, and Foursquare.
• Twitter by far has the highest activity among all other
types of social media outlets.
4. Urban
Outfitters
Social Media Analysis:
Twitter
• Urban Outfitters has a large Twitter
following and it is one of the brands
strongest social media outlets.
– Followers: 611,882
– Following: 1,099
– Tweets: 4,008
5. Urban
Twitter Outfitters
• The conversation around UO via Twitter is mostly
positive, with users posting links of items they like from
the website, sales and deals they have found, and just
their overall enjoyment of the brand.
• Like all major retail brands, there is some negative
feedback from customers regarding certain fashion and
products.
6. Urban
Twitter Outfitters
• More positive feedback via Radian 6 and orginial twitter
search:
7. Urban
Twitter Outfitters
• Some negative feedback via Radian 6 and organic Twitter
search:
8. Urban
Outfitters
Twitter
• Below is a graph via Radian 6 of the overall positive,
negative, and mixed feedback of UO social media posts
• Feedback is mostly positive
• Looking through a real-time twitter feed of posts
mentioning and tagging “Urban Outfitters” also shows
much more positive than negative commentary.
9. Urban
Outfitters
Social Media Analysis:
Facebook
• Another area where UO thrives online is the
brands Facebook page. Here they posts
pictures, contests, and events in more
detail.
– Likes: 1,568,849
– Talking about: 38,720
– Were here: 36,451
10. Urban
Facebook Outfitters
• While conversation around UO is much less on Facebook
compared to Twitter, the brand still gets mentioned by
users. Most of the status posts found are positive.
• Example of negative Facebook post:
11. Urban
Outfitters
Facebook
• Graph comparing positive to negative posts, much
smaller scale versus Twitter findings.
12. Urban
Outfitters
Social Media Analysis:
Blogs
• Urban Outfitters is mentioned in a variety
of blogs and the brand even has its own
blog connected to their website.
13. Urban
Blogs Outfitters
• Example of a positive blog post:
• Example of a negative blog post:
14. Urban
Blogs Outfitters
• Graph comparing positive, negative, and mixed blog
postings:
15. Urban
Outfitters
Social Media Analysis:
Instagram
• The newest form of social media that brands have been
becoming a part of is Instagram. For a retail brand like
Urban Outfitters, this is a great way to post pictures of
new products, advertisements of sales and discounts, and any
fun info relevant to products that users would be interested
in.
– Photos: 692
– Followers: 554k
– Following: 85
16. Urban
Instagram Outfitters
• Usually all posts and commentary via Instagram
are positive.
• The most common types of Instagrams for UO are
users taking pictures of their products and
hashtag the brand in the caption.
• The most popular tags for
the brand include:
– #UrbanOutfitters
– #UrbanOutfittersUK
– #UrbanOutfittersUSA
– #UrbanOutfittersNailpolish
17. Urban
Instagram Outfitters
• The brand does receive some negative posts on
Instagram, usually customers complain about
certain products and post a picture of the
product.
18. Urban
Outfitters
Social Media Analysis:
Foursquare
• Another more recent trend in social media is Foursquare.
Location based services and media are becoming increasingly
popular and retail brands gain a lot by putting their
various locations on this type of application. Users can
check in to almost any location around the country, even
achieving things like being “mayor” of a certain store.
19. Urban
Foursquare Outfitters
• Its easy to see that most conversation around a social media
site like Foursquare would be positive, since most customers
who have a negative view on the brand would not likely
“check in” to the location.
20. Urban
YouTube Outfitters
• Urban Outfitters also has a significant Youtube presence online,
with users posting videos after shopping hauls, Black Friday deals,
and other events. There are also parody's made regarding the brand,
like “Shit Girls Say: At Urban Outfitters”
21. Urban
Conversation Cloud Outfitters
• Urban Outfitters Conversation Cloud via Radian 6
• Date Range: 30 days
• Data from:
Twitter, Facebook, Myspace, Blogs, Comments, Images, Videos
22. Urban
Outfitters
Conversation Trends
• Graph of trend by number of posts for the month of November
via Radian 6
• Highest on days of sales or discounts (Nov. 17th – Online
sale began on specific items, Nov. 22nd – Black Friday)
23. Urban
Outfitters
Brand Controversy
• A topic of controversy regarding UO came up in late October
regarding the brands sale of Che Guevara T-shirts.
• Che Guevara is an Argentine-born guerrilla leader and
thought of by many as a communist.
• UO has since stopped the sale of all Guevara items.
• Links to the brands website and Guevara items are no longer
active and “Che Guevara” no longer produces any search
results on the brands page.
24. Urban
Outfitters
Brand Controversy
• An article headlined “Urban Outfitters Buys Yard Sale
Clothes In Bulk And Resells Them To Hipsters As
'Vintage‘” on Business Insider also raised a lot of
controversy recently. The topic was originally posted on
Reddit and had a large amount of feedback.
• The brand is accused of purchasing clothing items from
discounted yard sales and reselling the items as “vintage”
• No commentary from UO was found in the article, and the
accuracy of this claim is up for debate.
25. Urban
Outfitters
Competitors
• The brand has a wide variety of competitors, some in
different price ranges and types of purchasing outlets
(for example: online only).
• Major competitors include:
– American Apparel
– Top Shop
– Akira
– Tobi (online)
– NastyGal (online)
• Other competitors in lower price ranges:
– H&M
– Forever 21
26. Urban
Outfitters
Competitors
• When comparing the amount of social media conversation of
what I found to be Urban Outfitters main competitors
(American Apparel and Top Shop), UO had significantly higher
engagement.
27. Urban
Outfitters
Competitors
• There were also many examples of competition among Urban
Outfitters and different brands on social media.
28. Urban
Outfitters
SWOT Analysis
• Strengths
– The conversation around the brand is always mostly
positive, with users posting about their favorite
products and deals.
– A strong Twitter, Facebook, and Instagram following make
the brand relevant in the online community.
– There is a constant mention of the brand via real-time
Twitter feed.
– The promotion of discounts, 20% off sales, Black Friday,
contests and more are hyped up via Facebook, Twitter, and
Instagram.
• Ex: on Election day, if you brought proof that you had voted
(sticker), you received 20% off your purchase. Promoted with a
picture via Instagram.
29. Urban
Outfitters
SWOT Analysis
• Weaknesses
– Certain products and advertisements the
store has had are criticized by consumers:
• Slide 22 gives the example of the Che Guevara t-shirts and
items UO once sold. The brand caused a lot of controversy
by selling these items of the once communist leader. Since
the controversy, the brand has taken down all products
pertaining to Guevara.
• Slide 17 shows an Instagram of a glass sold by UO which
says “Who Cares 2012” in regards to the election. Many
people found this offensive, saying that the brand was
encouraging young people to not take part in the voting
process.
• Slide 10 shows a post by a mother on Facebook. She posts
30. Urban
Outfitters
SWOT Analysis
• Weaknesses Cont.
– Much of the negativity surrounding the brand on
social media is also due to the high prices of
products. Many users compare items UO sells to much
cheaper products of the same quality or style.
– Users taking their view to social media allows
unlimited amounts of people to also view the
negative feedback, and maybe change their opinion of
the brand.
• The person who posted the instagram of the “Who Cares
2012” cups also posted it to Twitter and tagged Urban
Outfitters on Foursquare. Instead of releasing the
negative commentary to one social media outlet, it went
to three.
31. Urban
Outfitters
SWOT Analysis
• Opportunities
– The opportunities are endless for UO to increase customer
following and positive commentary on social media.
– Taking advantage of newer apps like Instagram and Foursquare
will keep the brand relevant in the continuing change of
social media outlets.
– Monitoring negative feedback on products and advertisements
is key to changing the views of people who look at the brand
negatively.
• Once a negative post is found, UO customer service should respond
immediately, attempting to fix the damage..
• If enough negative feedback surrounds a product or advertisement, it
should be taken away.
– Increasing activity on blogging might be a great away to get
more customer interaction, since this method of social media
is now becoming increasingly popular.
• The brand could monitor Twitter, Instagram, or FB users who regularly
post about the brand and chose a person to become a regular blogger for
32. Urban
Outfitters
SWOT Analysis
• Threats
– One of the main threats that Urban Outfitters faces is other
competitors becoming more relevant in the social media world.
• Keeping up with discounts and contests online and engaging in
conversation with users will help avoid this.
– Not addressing negative feedback immediately could lead to
many consumers noticing and changing their views on the
brand.
– Paying too much attention to one social media site may lead
to others becoming irrelevant.
• Twitter is UO’s most popular social media outlet, but not keeping up
with Facebook could lead to a loss in customers that are primarily on
that site.
33. Urban
Recommendations Outfitters
For Next Steps
• The brand is mostly handling the ever-changing social
media world correctly. It is engaging in conversations
with users, promoting deals and discounts, and posting
about new products daily.
• For the next step, the brand could build up its
interaction with customers to reach its full potential of
social media conversation and relevance.
• For example: taking full advantage of the brands Twitter
following will help bring people into the store and to
shop online.
– A contest of some sort would be useful to hold on Twitter. That
way current followers will become involved, and it may also lead
to their followers engaging in the brand conversation as well.
• One thing UO must change is its response to negative
feedback. Taking the time to individually handle each
consumers problem, if possible, will help bring the brand
to achieve a higher positive following.
34. Urban
Outfitters
Methods
• The date range used for most of the posts were from the last 30
days, (November 1st 2012 – November 30th 2012) using Radian 6.
• Sites like Social Seek, Hootsuite, Social Mention, and Edgekick
were used to analyze conversation.
• Over the past few weeks, looking through live Twitter feeds
containing the phrase “Urban Outfitters” and the hashtag
#UrbanOutfitters was also used to pull Twitter examples.
• The keywords and hastags used in the report included:
– “Urban Outfitters”
– “UrbanOutfitters”
– “UO”
– “UrbanOutfittersCo”
– “Urban Outfitters Co”
– #UrbanOutfittersCo
– #UrbanOutfitters
– #UO
– Hipster
– Trendy
– Urban
35. Urban
Outfitters
Executive Summary
• Urban Outfitters has a relevant social media presence, the
brand is frequently active on Twitter, Facebook,
Instagram, Blogs, and Foursquare - which are some of the
top social media outlets today.
• Consumers constantly post about the brand via Twitter,
using #UrbanOutfitters as the main hashtag. They also
comment on Facebook posts and share the brands posts on
their walls. There are a large amount of Instagram posts
of UO products with the caption #UrbanOutfitters.
Consumers also check into different UO locations around
the country via Foursquare.
• Consumer feedback is mostly positive, with users posting
pictures of products, commenting on styles they enjoy.
• Negative feedback is small, and if handled better in the
future can most likely be largely eliminated. Negative
commentary is usually related to controversial products
and overly priced items.
• New ways of promoting the brand like contests, giveaways,