Member-only story
Urban Outfitters Knows What Gen Z Wants: Brick and Mortar Stores
The clothing chain lures younger customers with a treasure hunting experience similar to a thrift store
At this very moment, there is a member of Gen Z thinking of buying a ripped shirt because it’s fashionable. While I, a Millennial, don’t understand the appeal, I know I’ve been suckered into a few questionable fashion choices. So I know Urban Outfitters is the place to go when you want to buy something that’s new, clean, ripped, and stained.
While many retailers are struggling, Urban Outfitters seems to have an ambitious future. They’re actually opening new stores in the coming years, and they’re confident they can maintain a fan base. This expansion seems to defy a lot of logic. Other stores are closing, and most of the trendiest stores from the 2010’s are struggling a decade later. Meanwhile, Urban Outfitters is moving from one generation to the next with ease. They’ve found an unconventional identity, and all people seem to find it interesting.
Everything about Urban Outfitters is a paradox, but that’s part of the appeal. They sell new clothing that looks worn. Gen Z seems to love them despite their numerous controversies. Now, they’re expanding when other brands are shrinking. They’ve conquered most the major cities in the United States, so it seems like Urban Outfitters will need to move into the suburbs.
Why Urban Outfitters Is Expanding
2020 wasn’t a perfect year for Urban Outfitters or the other brands in its family such as Anthropology, Free People, Nuuly, Terrain, or BHLDN. The fourth quarter of 2020 saw a sales decrease across the three biggest stores: Urban Outfitters, Anthropology, and Free People. While many brands would be concerned by these numbers, January 2021 saw an improvement of same-store sales when compared to the holiday numbers. There is promise at the UO stores, even if it’s not immediately visible. After all, the retail landscape changed in 2020 and wasn’t kind to many retailers.
