Urban Outfitters recent throwback collaborations with brands such as Wrangler, Adidas and Calvin Klein are helping to win back their customers, according to statistics.
Yes, it seems as millenials (18-28 y.o.), we all love a bit of nostalgia.
Urban Outfitters, Inc. has seen an overall revenue increase of 3% over the same time last year to $891 million in the US.
So what's caused this?
Well, less markdowns and sales have improved UO's brand image for one. Secondly, due to exclusive partnerships with other brands, UO has seen more of it's core customers, particularly women, purchasing products at full price.
The retailer's key strategy is an interesting one which is taking advantage of the massive nostalgia trend that is currently dominating fashion, fuelled by competitors such as ASOS and smaller exclusive online retailers. This seems to be appealing to shoppers that may even be said to be a little too young to really feel nostalgic about the brands they are donning. Particularly, UO collaboration with Calvin Klein has been successful. 90's-tinged and heavy on the logo, Klein has become appealing to a much younger audience by being associated with Urban Outfitters. Adidas Originals and Fila have also been particularly successful, with a distinctly 70's/80's feel to their collections.
Fila
Adidas Originals
Champion
Tommy Hilfiger
none of these photos are mine.
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