Urban Outfitters Continuing Case Study: Marketing a Business
Jason A. Knight
August 21st, 2011
Professor A. Garabedian
1. Explain why Sears or Wal-mart cannot effectively create a trendy counterculture image.
Urban Outfitters can be credited for successfully creating a trendy counterculture image. They have been able to do this by targeting specific markets in key areas and locations, offering exclusivity, and promoting a certain lifestyle. Sears and Wal-mart have both established themselves as being highly successful and profitable business chains. However, even though these large chains have established themselves as strong contenders in the retail market Sears and Wal-mart ...view middle of the document...
2. Could the big box stores sell merchandise identical to Urban Outfitters? Explain your answer.
Big box stores could have the potential to sell merchandise identical to Urban Outfitters. Sure the merchandise offered by Urban Outfitters is desired for its fashion qualities but that isn’t the only reason why people buy it. They are essentially buying the trademark or the brand. If other stores offered those same clothing items they would sell, however it would not be due to the exclusivity, or elusiveness or all of the other distinguishing characteristics of Urban Outfitters it would then be because they are trendy and affordable. In fact the only thing that would possibly hinder other retailers from being able to market those same items would be the cost to mass produce on a larger scale.
3. Identify at least three reasons why exclusivity is valuable.
Exclusivity has proven to be highly essential and of extreme importance when marketing goods and services. Specifically exclusivity has played in intricate role in the success of Urban Outfitters. Three reasons why exclusivity is valuable because it creates higher demand for products and services can help to obtain a strong customer base, and could potentially afford a business greater profit yield.
Exclusivity can help create a high demand for goods and services. By not having a large stock of a certain item it can promote the need for consumers to go out and purchase an item as quickly as possible to be one of the first and the few to have acquired something. Even though a limited supply may cause some disappointment that disappointment could potentially put a store
on many customers’ radars. In searching for the item that they initially desired an individual may be prompted to make a purchase just so as not to miss out on the “next big thing”.
Another reason why exclusivity is valuable is because it can create a strong customer...