Social Media Strategy Case Study- Urban Outfitters

The Urban Outfitters Apparel Company as well as their partnered brands Anthropologie, Free People, Terrain, and BHLDN have been known for promoting not only edgy, trendy products but also a lifestyle brand. They describe their core consumers as “upscale homeless,” young people between the ages of 18 and 26 who live the “hipster” lifestyle, complete with a fascination for the supernatural, tattoos, music festivals, and all things vintage. The very specific target demographic seems to grow from the Urban Outfitters brand itself, which is a tribute to its success. While the company’s main website focuses on selling merchandise, their blog and Facebook page promote their image. The Facebook page often features products connected to an activity that coincides with the lifestyle brand. For example, a recent post of a hand hovering over tarot cards includes the caption “consulting the cards” and appeals to a bohemian lifestyle. Although the

focus is on the activity, all of the products, including the cards, the nail polish, and the rings on the girl’s fingers can be bought in store. Other posts are unrelated to Urban Outfitter’s products altogether and focus solely on the lifestyle. For example, there is a weekly “Music Monday” post featuring edgy alternative music, company events that are open to the public and allow consumers to be VIPs, and other mentions of camping, exploring, and glimpses of the Urban life. By posting 3 to 4 times a day, the Facebook page stays consistent in the minds of consumers and appeals to not only what they like to buy, but what they like to do. This can be further seen in the company’s blog, which allows shoppers to be more interactive and incorporate Web 2.0 features like links to other sites, videos, and opportunities to comment on posts and chat with other Urban consumers who have similar interests. The lifestyle includes a interest in art, literature, and music which can be seen in the blog’s album reviews, foreign movie reviews, book discussion, and artist series. There is little mention of actual products although most of the subjects discussed can be connected back to the store. One recent blog post is an interview with a hypnotist who clearly resembles the company’s lifestyle while yet another is a contest that allows viewers to submit artwork, outfits, and interior decorations. Urban Outfitters and it’s connected brands

use their Facebook page and blog as well as many other social media outlets to encourage their consumers to not only purchase their products, but live their lifestyle and give feedback online. In this way, consumers are buying more than a product. They are buying into a way of life and continue to express their style through Urban Outfitter’s products.