URBN: The Brands

Urban Outfitters has been a successful retailer since its inception in 1972.  It originally started focusing on “funky” fashion and household products, but has developed to include vintage apparel and luxury brands with several designer collaborations. What may be unknown to most consumers is that Urban Outfitters Inc. may be the parent company, but there are very distinctive brands under the parent umbrella. These brands are the most significant reason of success and Urban being sling-shotted to become the fastest growing internet retailer to date.  Each brand is both compelling and distinct and chooses a particular customer segment, and once chosen, sets out to create sustainable points of distinction with that segment.  The brands under Urban Outfitters, Inc. are Urban Outfitters, Anthropologie, Free People, BHLDN, and Terrain.

Urban Outfitters
Urban Outfitters seeks to target the educated, urban-minded individual between the ages of 18-30.  Their product base includes contemporary art, music, and fashion.
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Anthropologie is a lifestyle brand that imparts a sense of beauty, optimism and discovery to the customer. For her, Anthropologie is an escape from the everyday; it is a source of inspiration and delight, where innovative merchandising, customer centricity and a curated array of products come together to create an unimagined experience.  The stores do not focus on one category of goods, but on disparate merchandise that’s centered around a theme.  Anthropologie’s buyers travel the globe for interesting, relevant and unusual items for its core customer.

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Free People:
The Free People girl is happy and she loves life.  She is described as independent yet loves being with her friends and family.  She’s the type to travel to festivals such as Coachella with Wanderlust being her favorite.  She is the ultimate mix of sweet, cool, boho and everything in between.

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Unveiled Valentine’s Day, 2011, BHLDN offers brides, party goers, and party throwers an inspired alternative for life’s most anticipated milestones. Catering to a small coterie of smart, creative women and focused on personalization, BHLDN goes beyond the wedding dress — bringing together inspiration, community, and a compelling, original product assortment

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Founded in 2008, Terrain transforms the local garden center into a celebration of nature. Inspired by the idea of merging house and garden to create an experience for the senses, our garden centers in Glen Mills, Pennsylvania and Westport, Connecticut cater to our customer with a curated assortment of plants for all seasons, as well as inspired items for the home and garden.

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What do you think? Please share your thoughts about Urban Outfitter’s distinctive brands in the comment section below.


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