Urban Outfitters blends physical, digital with back-to-school campaign

Urban Outfitters is preparing for back-to-school season with a social-heavy campaign that consists of a Pinterest partnership and a two-day activation at The Chelsea Manufacturing facility. “Change Happens” is a creative use words that nods to the changes that young people experience around essential events like returning to school.

“Shift Takes place” will certainly also involve various other Gen Z-relevant brand names consisting of Birkenstock, Oakley and UGG.

“We identify the maturing experience can be frustrating and full of the unknown. Our goal is to make the change to adulthood an empowering and inspiring trip,” said Shea Jensen, head of state of Urban Outfitters, in a statement. “We wish our commitment to commemorate the phenomenal attributes that make this generation truly distinct will enable us to connect to them on an authentic degree.”

The project hopes to merge the physical and the electronic. Like lots of Gen Z-forward brands, Urban Outfitters is utilizing the use of influencers including Anya Tisdale, Kai McPhee, Morgan Maher and Rabab. Their custom Pinterest boards will certainly be given birth to at the in-person activation, where customers will certainly have the ability to immerse themselves and have a possibility to go shopping the boards. The Room Change activation also includes real-time efficiencies by R&B vocalist Tinashe, whose latest solitary, “Unpleasant,” has actually gone viral on TikTok.

In enhancement to The Chelsea Factory activation, Urban Outfitters will be popping up at university schools throughout the nation. “Shift Takes place” will additionally engage other Gen Z-relevant brand names including Birkenstock, Oakley and UGG.

As a seller, Urban Outfitters has struggled. Of the five brands possessed by its moms and dad company, Urban Outfitters was the just one to see negative development in one of the most current quarter. Still, its owner, which likewise runs Free Individuals and Anthropologie, published a Q1 document of $1.2 billion in complete sales, standing for 8% growth, according to an incomes telephone call.

Like numerous Gen Z-forward brands, Urban Outfitters is utilizing the use of influencers including Anya Tisdale, Kai McPhee, Morgan Maher and Rabab. The Area Shift activation additionally includes online efficiencies by R&B vocalist Tinashe, whose most current solitary, “Nasty,” has actually gone viral on TikTok.

As part of the Pinterest collaboration, numerous influencers created their own brand-forward boards, which will certainly be given birth to at the activation. Consumers also can win $5,000 in Urban Outfitters items to bring their own Pinterest boards to life.

“Shift Takes place” will have a visibility throughout numerous networks, consisting of a social media sites collaboration with Pinterest. An in-person, two-day Area Change occasion at The Chelsea Factory in New York City runs July 10-11.