Urban Outfitters Continuing Case Study

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Urban Outfitters Continuing Case Study: Marketing a business. Explain why Sears or Wal-mart cannot effectively create a trendy counterculture image. Wal-Mart is better known for their lower prices and to do this they buy in big volume. Whereas the trendy market merchandise is more expensive; although Wal-Mart could buy this type of merchandise they would have to charge more. That is not what they offer or how they have in the past represented their company. I do believe that Wal-Mart could be trendy but this would cost them in sales because customers would decide that they are like the other stores in this market and choose to comparison shop more. Sears also buys in volume and they have a small selection of trendy merchandise. Although they were an American staple I think they are seen to the younger generations as their grandmother’s store. Neither of these stores could afford to try to cater to a small countercultural market due to their size and dependence on the larger medium class market. Could the big box stores sell merchandise identical to Urban Outfitters? Explain your answer. Big box stores could try to do knock-offs of Urban Outfitters merchandise but it's not likely that they would sell the exact same stuff as Urban Outfitters. Because, some Urban Outfitters merchandise is private label, produced by them for sale in their stores only, and the company probably would not allow that merchandise to be sold in other stores. Also Urban Outfitters sells labels that are edgy, as where big box stores selective about what they market to customers they have. The last thing is if some of its merchandise showed up in Sears or Wal-mart, Urban Outfitters would have to move on to something else because this would mean less exclusivity for them. Customers would not only shop there they would shop around for lower prices on the same merchandise. Coupled with the

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