The American fashion retailer Urban Outfitters has presented a new, immersive retail experience to promote an authentic connection, product discovery and inspiration of its most attractive brands.
The retail experience called ‘On Rotation’ was launched for the first time together with the US sports artist Nike in the five selected cities of New York, Washington DC, Scottsdale, San Diego and Manhattan Beach. It is part of the more comprehensive strategy of Urban Outfitters to offer more meaningful and more memorable retail concepts and at the same time adapt to the changed consumption behavior, especially that of Generation Z.
“Urban Outfitters has always been a goal for discoveries, especially for generation z, which is expressive, committed and consciously shopping and appearing consciously,” said Cyntia Leo, Head of Brand Marketing and Communications at Urban Outfitters. “The connection to this clientele requires more than just a great product; it requires cultural competence and inspiring retail moments. That is what ‘on rotation’ – product categories are to be transformed into immersive stories. Nike is the ideal first partner to bring this vision to life.”
The first ‘on rotation’ starts with a selection of nike clothing and shoes, which was selected and compiled in the inside, taking into account the UO-Kund. After the start, Urban Outfitters will expand its Nike range via its digital and retail formats. It is planned to offer more than 150 styles.
In order to further increase the anticipation and establish a connection to the Los Angeles running scene, Urban Outfitters starts a limited capsule for the Nike After Dark Tour: Los Angeles 13.1, a race that is supposed to connect sports and self -expression in June.
The capsule collection includes an exclusive color variant of the Nike Vomero 18, a maximum subdued performance shoe that is available in all LA branches, including ‘on rotation’. In advance, Urban Outfitters worked with over 20 influencers: inside and members of the college community on a four-month training campaign to put Nike in the spotlight at Urban Outfitters.
“‘On Rotation’ brings a courageous new level of connection and discovery in our business,” said Brad Desy, Head of Stores and Branch Management at Urban Outfitters. “The ‘Rotating’ concept serves as a lively discovery machine and offers a platform to bring our brands to life in real time.”
Urban Outfitters will present other partners from the areas of fashion, design and lifestyle in the near future to ensure that the offer of ‘on rotation’ remains new and fresh.
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