Urban Outfitters bets on college culture and comfort to win back Gen Z

1 month ago 20

After a challenging second quarter, Urban Outfitters is investing in UO College Shops, a multi-state marketing activation focused on comfort, college culture and curated experiences. The goal is to win back Gen Z. The brand’s core demographic is 18-30.

Shea Jensen, president of Urban Outfitters North America, said the Shops offer dorm essentials, sweats like the retailer’s popular Harri joggers and Champion-branded collegiate gear. The campaign kicked off on August 9 and will run through October at twenty schools.

“Gen Z is walking this balance between being a part of a community and expressing their individuality,” she said. “So we want to create spaces where students feel connected to their school while also expressing their own style through personalized, multifunctional dorm spaces.”

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