Urban Outfitters' Strategic Location and Diverse Customer Base, Study Guides, Projects, Research of Consumer Behaviour

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Report #4 on Urban Outfitters

Zoe Scheinholz

November 6, 2016

Consumer Behavior

Scheinholz 2 The retail location chosen by Urban is right in the midst of Union Square, one of the most diverse locations in the world. This really reflects the goals of the company to have an incredibly diverse customer base. With so many different people from different parts of the world walking past the store every day, it is easy to achieve diversity by just getting people to walk inside. The store chose specifically to steer clear of the mall and sit on the street in order to avoid generalization. Typically, Urban cannot be found in indoor shopping malls. Often times you find them outdoors, slightly secluded from the general shopping. In this case, Urban is not found directly in the square, but about a block away, near Sephora and the Mac store, as well as The Gap, one of their top competitors. The stores surrounding them definitely encourage creativity, only in a different form; with makeup. They still stay competitive by locating themselves only on the opposite end of the block as The Gap. Urban tends to be more intriguing than The Gap in this setting because it can be so diverse. Because The Gap’s assortment includes mostly basics, Urban likely gets more business from tourists. Typically, I don’t shop while I’m on vacation for basics, I look for something unique that will make me remember the trip