Urban Outfitters deepens Gen Z experiential strategy for back to school

Dive Brief:

Urban Outfitters unveiled a new back-to-school marketing program that places heavy emphasis on experiences catering to Gen Z, according to a press release. 
“UO Haul” commenced May 19 with a Manhattan scavenger hunt that led participants to a fleet of glass-walled trucks themed around dorm room aesthetics. Select winners later attended an event with live music from Katseye and a preview of the brand’s back-to-school assortment.   
The second leg of the effort kicks off in June with “Special Delivery,” a celebration of recent graduates that includes a partnership with Collegeboxes by U-Haul to assist with moving. From late summer into fall, the retailer will roll out Campus Essentials pop-up shops in key college markets to round out the campaign.     

Dive Insight:

Urban Outfitters continues to hone a focus on experiential marketing with a back-to-school campaign appealing to Gen Z consumers at different stages of the college cycle, whether they be returning to campus in the fall or moving out post-graduation. The omnichannel push features gamified elements as well as partnerships that aim to entertain and make big life transitions easier.

“UO Haul” kicked off in New York this week with a citywide scavenger hunt for trucks with glass displays showcasing themed “hauls,” or high-volume purchases, tailored to various occasions: The Pretty Haul centered on playful patterns and prints; The Pregame Haul setting the mood for a night of going out; and The Plush Haul dedicated to lounging in comfort. Select winners of the scavenger hunt also got to see a live performance by Katseye, the group behind Billboard Hot 100-charting song “Gnarly.”  

The youth-oriented retailer is also teaming with Collegeboxes by U-Haul for a contest running through June 9 that will see three winners score $1,000 in goods and door-to-door service for moving. Later in the season, Urban Outfitters will introduce 20 temporary Campus Essentials pop-ups carrying a range of college-inspired items, including graphic apparel, décor and bath essentials. 

“UO Haul” aligns with other experiential bets from Urban Outfitters, including a recently announced store concept called On Rotation that touts lounge-like installations and rotating brand partnerships to drive discovery with Gen Z shoppers. Nike is the first partner on the initiative, while future tie-ups will touch across categories including fashion, lifestyle and design.    

Urban Outfitters is vying to keep up momentum after a period dragging on parent Urban Outfitters Inc., which also owns Anthropologie, Free People and clothing rental platform Nuuly. Comparable sales for the namesake brand dropped 3.5% in Q4, which includes the key holiday window. The results marked an improvement from past quarters. Urban Outiffers reports its next earnings after the bell on May 21.