If you’ve ever shopped in an Urban Outfitters store, it probably doesn’t take more than a few seconds to realize the demographic–young—with money to spend.
This crowd wants to make a statement, all while staying completely within the trends. These shoppers aren’t the trend setters, they’re the trend centrists. They try to find a look slightly outside the box, but only if looks eerily similar to one of the Urban mannequins.
But the success of Urban Outfitters can’t be doubted–sales for its most recent year were about $2.8 billion, a 13% increase from the prior period, with most of that coming from Urban and Anthropologie.
And the financial boom is most likely attributed to their clearly defined brand. These folks know who their customer is. But their customers probably won’t like know who they are.
“The Urban customer, we always talk about, is the upscale homeless person, who has a slight degree of angst and is probably in the life stage of 18 to 26,” says President and Chief Executive Officer of Urban Outfitter, Richard Hayne.
Kevin Lyons, executive creative director at Urban Outfitters describes the Urban client as, “the incoming freshman, the struggling art school kid, the girl who dresses differently than her friends. The kid who has a band, anybody who has a band is our customer. I’m dead straight on that. And the girl who has not realized that quirky is sexy and that being a hipster is not simply a marketing tool, it’s someone that just does something differently than others,” Lyons says.
For all clothing lines it’s paramount the brands understand who they’re selling to. But it’s kind of ironic that the kids who think they shop at Urban to be unique are in fact all the same.