Urban Outfitters’ “UO Haul”: Experiential Marketing for Gen Z

“UO Haul” started May 19 with a Manhattan scavenger quest that led participants to a fleet of glass-walled trucks themed around dorm room aesthetic appeals. Select champions later went to an occasion with online songs from Katseye and a sneak peek of the brand’s back-to-school selection.

Experiential “UO Haul” Launch

“UO Haul” started in New york city today with a citywide scavenger hunt for trucks with glass display screens showcasing themed “hauls,” or high-volume purchases, customized to numerous celebrations: The Pretty Haul fixated playful patterns and prints; The Pregame Haul establishing the mood for a night of going out; and The Plush Haul dedicated to lounging comfortably. Select victors of the scavenger hunt additionally got to see an online performance by Katseye, the group behind Signboard Hot 100-charting track “Gnarly.”.

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Keeping Up Momentum

Urban Outfitters is vying to keep up momentum after a duration dragging on moms and dad Urban Outfitters Inc., which likewise owns Anthropologie, Free Individuals and clothes rental platform Nuuly. Urban Outiffers reports its next earnings after the bell on May 21.

“UO Haul” lines up with other experiential bets from Urban Outfitters, consisting of a recently revealed store idea gotten in touch with Turning that promotes lounge-like installations and rotating brand partnerships to drive exploration with Gen Z shoppers. Nike is the very first companion on the effort, while future tie-ups will certainly touch across categories including lifestyle, style and design.

Campus Essentials Pop-Ups

The 2nd leg of the effort starts in June with “Hand-to-hand Delivery,” a celebration of recent graduates that includes a partnership with Collegeboxes by U-Haul to aid with relocating. From late summertime right into loss, the seller will certainly roll out Campus Essentials pop-up stores in essential college markets to complete the campaign.

Urban Outfitters is striving to keep up energy after a duration dragging on moms and dad Urban Outfitters Inc., which likewise has Anthropologie, Free Individuals and clothing rental system Nuuly. Equivalent sales for the namesake brand name dropped 3.5% in Q4, which consists of the essential vacation window. Urban Outiffers reports its next incomes after the bell on May 21.

Experiential Marketing Focus

Urban Outfitters continues to develop a concentrate on experiential marketing with a back-to-school campaign attracting Gen Z consumers at different phases of the university cycle, whether they be going back to university in the loss or vacating post-graduation. The omnichannel press includes gamified aspects as well as partnerships that aim to amuse and make large life transitions much easier.

The youth-oriented retailer is additionally teaming with Collegeboxes by U-Haul for a competition running through June 9 that will see 3 winners rack up $1,000 in items and door-to-door service for relocating. Later in the season, Urban Outfitters will introduce 20 short-lived School Essentials pop-ups bring a range of college-inspired items, including graphic clothing, design and bathroom basics.

TechTarget, Inc.’s registered workplace is 275 Grove St. Newton, MA 02466.