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Urban Outfitters, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands

Urban Outfitters Inc. is a retail company that operates stores under the Urban Outfitters, Anthropologie and Free People brand names. The company, headquartered in Philadelphia, PA, also operates through its wholesale business, web sites and catalogs.

Main Telephone (215) 454-5500
Main Fax
Primary Address
5000 South Broad Street
Philadelphia, PA 19112

Urban Outfitters, Inc. Contacts

Contacts (5/20)
Name Title State
Richard H. Chief Executive Officer PA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (215) 454-5500
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 5000 South Broad Street
Philadelphia, PA

Meg H. Chief Creative Officer & Chief Executive Officer - Free People PA
David M. President & Chief Executive Officer - Anthropologie PA
Barbara R. Chief Sourcing Officer PA
Frank C. Chief Financial Officer PA

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Urban Outfitters ***
Urban Outfitters, Inc. ******
Urban Renewal *
Free People *

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Urban Outfitters continuing marketing, tech investments to grow D2C channel (Score 65)

 Subject: Digital, mobile, social media, data, analytics, earned media, email, direct mail, print

Company: Winmo), Philadelphia-based specialty retail company that operates the Anthropologie, Free People and Urban Outfitters brands. Urban Outfitters has more than 230 stores in the U.S., Canada and Europe. 

Opportunity: In the midst of struggles to appeal to ‘hip, young adults,’ (research

Read more about WinmoEdge’s take on UO’s technology and marketing initiatives here. Note that UO historically has focused marketing investments on websites, mobile apps, catalogs, email campaigns and social media over traditional paid media. 

Furthermore, agencies and sellers – Hayne described UP’s Q3 as “subpar.” In an effort to attract new and existing customers, in-store experiences are being revamped (see more about new category offerings below). This includes implementing a “shop-in-shop” approach in its stores, which will have separate sections for each offering. CFO Frank Conforti told WWD that each brand had initially been built on the idea of a “treasure hunt,” but today’s consumers don’t want to sift through lots of merchandise to come across a “keeper.”

UO has historically been wary to look outside for marketing assistance, but sustained struggles may cause the company to do just that. UO currently scores a 65  in our agency new business predictive platform (up from its initial score of  46 in Aug. 2014) , placing in at No. 234 on our Vulnerable Account Index.

Additional Information

Executive Shifts: Hayne announced during the call that Trish Donnelly has been promoted to CEO of Urban Outfitters Group and David McCreight has been promoted to president of Urban (he will continue as CEO of Anthropologie). McCreight mentioned in the call that he would be hiring a leader “to help us coordinate activities in a new and impactful way across all brands.”

New Product Launch: Over the last year, several of UO’s brands have expanded into new categories. For example, Anthropologie added dresses and Free People has grown its intimates, movement, shoes and party dress categories. 

Additionally, all brands now offer shoes and the UC and Anthropologie brands have also entered the home category. Hayne mentioned that Anthropologie customers tend to spend as much on home as they do on apparel (not true of UO customers), so look for the company to push this category to Anthropologies customers through direct, catalog and digital moving forward. 

Anthropologie has also opened 70 beauty shops across North America as part of a test.

Target Audience: UO's efforts to revitalize its namesake brand have recently hinged on its ability to appeal to “young, hip adult consumers” (more ). UO wants to rely less on teens, but merchandise and marketing is not resonating with older 20-somethings so far. Instead, these older customers are flocking to rivals and UO's sister brands - Free People, a bohemian apparel and lifestyle concept, and Anthropologie, which skews towards affluent, “self-expressive” 18-to-28-year-olds.

Media Spend: According to UO's most recent 10-K, SG&A expenses increased by $16.2 million (8.2%) to $214.4 million in Q2 of FY 2016 over Q2 FY 2015 (the three months ended July 31). The dollar increase was primarily related to increased marketing and technology expenses that were used to drive higher D2C traffic (expect these increases to continue).

Digital Breakdown: Per Moat, UO ran 121 display ads on 2,420 publishers in 2015 (7% mobile). Top ad destinations included,, and, 97% of which was placed programmatically versus site direct. Display ads have been run relatively consistently throughout 2015, with the biggest spike in April and September. 

For comparison, in 2014 51 display ads were run on 311 publishers (<1% mobile).  No display ads have been run yet in 2016.

Anthropologie ran 172 display and 19 high impact ads on 849 publishers in 2015 (2% mobile). Top ad destinations included,, and Note that Anthropologie introduced its line of wedding and reception dresses (BHLDN) in 2011 ad it is (obviously) a focus for the brand.  

In 2014, the brand ran 255 display ads and one high impact ad on 730 publishers (6% mobile). As with UO, Anthropologie has run no display or high impact ads yet this year. 

Free People has run three display ads on and in 2016 (<1% mobile). For FY 2015, FP ran only seven display and one high impact ads on six publishers, such as, and (<1% mobile; 99% placed site direct). In 2014, only two display ads were run on and

Note that UO and Anthropologie’s display presence is higher in H1, with random spikes in Sept. and Nov. (UO). 

5000 South Broad St.
Philadelphia, PA 19112
(215) 454-5500

Trish Donnelly
Chief Executive Officer – Urban Outfitters Group
(215) 454-5500

Edward Boyle 
Director, Global Interactive Marketing
(215) 454-5500