A product of our final Applied Trend Forecasting project at FIDM, this assignment focuses on forecasting Spring/Summer 2014 trends for Urban Outfitters. We predict that 'Festival Fashion' will continue to be a strong trend. We are also predicting a color story that we call 'Nomadic Adventures'. This color story, and fashion trends, tell a story of free-spirited, more natural colored, gypsy & nomadic fashion.
3. Mission Statement
“Lifestyle merchandising is our business
and our passion. The goal for our brands is
to build a strong emotional bond with the
customer.
To do this we must build lifestyle
environments that appeal emotionally, and
offer fashion correct products on a timely
basis.
Our customers are the reason and the
inspiration for everything we do.”
4. Brand Image
• Multi-channel retailer
• Eclectic merchandise mix:
Men‟s, Women‟s & Home Goods
• Lifestyle Brand: hip, edgy, & bohemian styles
that emulate a „Cool Factor‟
• Fashion Trends reflect trends in
Music & Art
8. Target Market: Home Goods
Broad assortment of
home goods to help
customers
accentuate their
eclectic, bohemian,
edgy, hip, or more
down to earth
lifestyle
BackgroundThe first Urban Outfitters was founded in 1970 in Philadelphia (“Urban Outfitters”). Over time, Urban Outfitters continued to gain customers and build a strong, sustainable brand image. As the company continued to prosper, it also expanded. Urban Outfitters evolved into three brands: Urban Outfitters, Free People, and Anthropology (“Urban Outfitters”). Together, these three brands have helped Urban Outfitters, as a company, grow into one of the strongest, most recognized retailers in the industry. Today, Urban Outfitters has more than 130 stores that can be found in the United States, Canada, and Europe, as well as an online presence (“Urban Outfitters”).
Bohemian Mix = mobile urbanites represent the nation’s most liberal lifestyles; a progressive mix of young singles ranging from students to young professionals; ethnically diverse; they are renters living in funky rows of houses and apartments; early adapter’s to trends and check out the latest band, movie, nightclub, laptop and microbrew
Similar target marketLower price pointsIn-store experience/atmosphere is different – more merchandise, more crowded, more categoriesPromote festival fashion – Involved with Coachella
Inspired from REAL mega trend on style sightWe not MeFiltered Reality (Instagram)Nostalgia of NowCalifornia Eccentric
Pretty Basic:Crochet and broderieangaise-inspired mesh fabrics offer an erstwhile charm reminicent of romantic timesUpholstery:Retro patterns are interwoven into jersey and wovens, taking inspiration from interior patterns and scalesDry hand:- Fabrics have a dry and rough hand, reminicent of the 70s, but with the attributes of modern day fabrics, for easy and comfortable wear
Mood Board
Stylesight – Real Interiors Spring/Summer 14MoodCalifornia DreamingEveryday ExplorerSurf SimplicityBoho Haze“Market Trends: The everyday experience is elevated through retro styling and an unpretentious bohemian lifestyleTinted view – inspired from Instagram, a filtered perspective on realityNostalgic GrainsHand CraftedPottery ClassBasic ShapesLightingSepia WarmthWood BlockFloor and WallsFiltered Tint, WoodHard GoodsKitschy Motifs ; relax upholsteryWoodVintage LeatherDriftwoodSoft GoodsBoho blendBasic BandsNatural artisanHand stitched
