Urban Outfitters: Urban Renewal

Julia Jang and Madison Monte

Brand Overview
Urban Outfitters: Urban Renewal

- “From rediscovered remnants fabric given a new life to upcycled pieces with handcrafted dye
techniques and paint splatter treatments, every special piece is refreshed, restyled and
renewed by us, just for you.”
- Current target audience: teenagers to young adult
- Forever 21, Pacsun, Hot Topic, Vans.
- Current brand perception: trendy, vintage, edgy, youthful
Creative Brief
Context: To counteract climate changes, as a society, we must push towards a more sustainable environment, starting out

efforts in everyday items such as clothing, furniture and more.

Issue: The negative connotation towards upcycled items because they can be found in thrift stores discourages consumers

because they fear a lack in quality.

Insight: Considered as a treasure trove of secondhand upcycled pieces that reinvent past fads.

Strategy: Urban Renewal sparks old trends and helps society move towards a more sustainable environment.

Challenge: How can we encourage young consumers to purchase quality repurposed items?

Brand Tones: Sustainably-sourced, reinventing, live comfortably, classic.

Brand Values: Bringing life back into vintage classics to be worn again.
Radio Script
Fade in: Song “Grass” by Robert Wyatt

Announcer: The new age of thrifting is around the corner. Gone are the days of throwing away old clothes, but reusing and
making them new again.

SFX: Clothes hangers rattling

Announcer: Urban Outfitters has launched a new sub-brand, Urban Renewal, composed of vintage and upcycled products.

SFX: Fabric ripping

Announcer: The introduction of this eco-friendly brand will diminish the need of producing clothes in factories that emit harmful
chemicals in the air.

SFX: Trees rustling, ocean waves

Announcer: If you are ready to help save our planet go to urbanoutfitters.com/urban-renewal.com to shop our vintage collection
of clothes, furniture, and other products. This is quality made...again.

Time: 29 seconds
Slogan

“Quality Made...Again”
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Ambient Event
Recycle bins placed around the city in any place to put old clothes in. They can be in subways, coffee shops,
public parks, on the streets, and inside Urban Outfitter stores.

- The bins would look like a regular recycle bin

you would see in somebody’s home or at an office.
- On the bin, it would say, “Old clothes?, Toss them here!”
- There would also be urban outfitters, urban renewal
displayed on it, making it obvious this is an Urban project
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