DESIGN DEVELOPMENT final thing

DESIGN
DEVELOPMENT
OF URBAN
OUTFITTERS
Hannah Carter

New Retailing Strategy pitch
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My intention is to create a modern fun and interactive store where the new technology
will be well used and appreciated by Urban Outfitters’ young Target Audience.
I want to pitch my new retailing strategy because I believe it could change the young
customers’ perspective of Urban Outfitters – resulting in the gain of customers. Though
originally it was created as an urban renewal/ vintage brand, my ideas are to introduce
modern trends; one being the use of make up – which is very popular amongst
teenagers at the moment, and merge it with the innovative idea of virtual mirrors to
create a virtual makeup booth and lastly, have mini vending machines with cheap
necessities that are always needed and extremely useful.
I hope that Urban Outfitters’ teen audience will like this idea because its different and
exciting, nothing that they have seen before, only if they have visited high end stores or
stores that aren’t really suited to their TA (e.g. Harvey Nics and John Lewis).
It will benefit the company by boosting the social media accounts, as I will use them as
advertisement, which could be portrayed as a word of mouth advertisement, useful to
the retailer because its free!

Concept 1 – Virtual Mirrors
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The concept of virtual mirrors is to modify the appearance of the consumers clothes,
hairstyle, make-up or accessories which is a fun and interactive way of modernizing their
shopping experience.
The advantages of including virtual mirrors in stores is they are very unique and unusual
feature and usually only make an appearance in very high end stores, like Harvey Nics. When
visiting high end shops around Nottingham I didn’t notice any unique aspects like this,
therefore it is likely to be very popular and obviously unique to the store.
I feel it will be achievable to have three or four small mirrors in urban outfitters, my idea is
that groups of friends can go into the booth, use the mirror to reapply make up and take
selfies and post them using the hashtags #urbanvirtual. I will also need to advertise the new
concept in the windows, or place the booths close to the windows so that they are clearly
visible to footfall and existing customers.
The only disadvantages of my idea is that it is an expensive option, but if I can use
advertisement to attract consumers in to store then it will be worth while.

Concept 2 - Makeup booth
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A makeup booth is essentially a mirror and private space, where people can fix their
hair and make up, with out having to stop in a store/public mirror .
Even though make up booths could get busy, I want to display a polite but clear time
limit sign that requests for clientele not to spend more that 10 minutes, so that
other customers have the chance to use them too. I want them to be pretty open to
the store anyway, still using curtains because there is a certain amount of privacy
needed, but so that they are obvious and intriguing to other store users.
The separate make up booths and fitting rooms will stop the misuse of changing
rooms and help to avoid any unnecessary queues, when customers just want to
check their makeup quickly.

Concept 3 – Vending Machines
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I think that vending machines could be a very profitable idea. It will have all the
handy bits and accessories that you may be dying for when out shopping such as
bobbles, lip balm, chewing gum, a tote bag (if its raining and your paper one has
broken) – we have all been in these situations when you are desperate for a
necessity you have forgotten to bring out with you.
The benefit of having these in Urban Outfitters is that a vending machine is fun
aspect for 13-15 year olds (main TA) and the will be sold for half the price of buying
in normal retailers, therefore consumers will be willing to buy more than one item.

FIRST DESIGN IDEAS.
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I think that the
authentic looking
mirrors satisfy the
Urban Outfitters vibe
but the new technology
in the mirrors show the
virtual aspects.
I will have the hashtag
#urbanvirtual engraved
or printed onto each
mirror which will
encourage customers
to post pictures to their
Instagram, Twitter and
Facebook pages.
SHELVES

#urbanvirtual
#urbanvirtual
#urbanvirtual

Design Development
This is a section of the
concept Urban Outfitters
store, showing three
makeup booths on the
right wall and mannequins
on the left and the classic
Urban Outfitters assorted
garments hung on the
back wall.

Design Development
These diagrams show a view of the booths interiors,
which will be fairly open. Also I think the vending
machine is a unique touch and could be included
inside or outside each booth.

New Retail Strategy
■ I am going to use social media as the
dominant marketing strategy for the
stores new features. This is highly used by
teenagers and reflects the youthful brand
identity. For example encouraging
consumers to use the virtual mirrors, take
photos and post them, which will hopefully
be advertisement to young consumers to
visit the store.
■ The main changes are instore, I don’t
think a new website is needed as the
current one is simple, easy to use just, not
very exciting – the main focus should be
on social media, I think it is a lot more
important and well used by the target
audience, but the Instagram page does
already have a link to the website so that
customers can easily visit to their
convenience.

FINAL OUTCOMES

FINAL OUTCOMES
My final outcome, shown on the previous slide is complete with slick
mirrors and cute, edgy vending machines – which, I think are very ‘Urban
Outfitters’!!
The booths them selves are simplistic but eye catching, because they are
obviously slightly different to the usual fitting room - a unique concept
that allows consumers to feel confident and comfortable in the store.