Urban Outfitters’ New Store Concept Targets Gen Z

Urban Outfitters (Philadelphia) has opened the first two iterations of its a new store concept/retail environment, one at a mall in Glendale, Calif., and the other a street-level space in Houston. The format “brings UO’s customer-first philosophy to life through market curated assortments, refreshed design and an emphasis on Gen Z’s favorite styles and brands,” the retailer said in a news release.

“Our goal is to be the go-to brand and destination for the categories and brands that define our customer’s style, and a source of inspiration through our creativity,” said President Shea Jensen. “This new format gives us the freedom to shape our stores around our customers, their lifestyle, and the moments that matter most to them.”

The strategy extends to where Urban Outfitters plans to put its updated stores. “With Gen Z driving renewed foot traffic to malls as spaces for discovery and connection, UO continues to balance street-level locations like Houston with key mall footprints, including Glendale,” the retailer’s release states. “Insights from UO Insiders, the brand’s community of highly engaged Gen Z shoppers, underscore this approach— revealing that 72% of Gen Z consumers are shopping in malls, the most popular in-person shopping destination among the demographic.”

Merchandising and floorplans are guided by customer insight and market preferences, while upholding UO’s reputation as a destination for discovery. “In Houston, the assortment leans into dresses, denim and an accessories edit tapping into Gen Z’s love of personalization with handbags, scarves, charms, bangles and more,” the retailer said. “In Glendale, a refreshed men’s strategy takes center stage, with an expanded men’s assortment of signature graphic tees, hoodies, pants, wardrobe essentials and curated brands, along with improved wayfinding and signage.”

Other elements of the updated design include:

• A larger assortment and more displays highlighting beauty products throughout the store.
• More space for best-selling UO brands, including BDG denim, OFU (Out from Under) and Standard Cloth, deliver outfitting essentials.
• New modular and responsive fixtures that allow the store to quickly evolve its merchandising with trends and seasonal shifts.
• Brighter, more spacious fitting rooms.
• Warm materials, rich textures and increased visual styling throughout the spaces to create a more immersive and tailored shopping environment.

In addition to the Houston and Glendale stores mentioned above, Urban Outfitters will open a locale sporting the new concept in December in Bethesda, Md. Next year, the retailer plans seven more locations across the United States, but it did not disclose their locales.