This is a *mock* series of posters for Urban Outfitters.
This poster series markets Urban Outfitters in an innovative way, providing the consumer with multiple versions of the same article of clothing. This stylization makes it easier for the customer to envision this piece in their own wardrobe - whether they prefer it solo, or heavily stylized and remixed with alternative pieces. These posters also create an added sense of inclusivity within the Urban Outfitters brand, building empathy between the consumer and the model. They show that Urban Outfitters really is for everyone. These posters encourage consumers to appreciate that every article of clothing purchased from Urban Outfitters will be incorporated into entirely different personal wardrobes and styles, making them inherently different pieces for different customers.
This poster series would align the channels of Urban Outfitter’s brand between the UO social media community and the online shopping experience by looking at the consumer’s decision frame – “Okay, that’s how it looks on a model, but how could I wear it?” Displayed in store locations, these posters would provide style inspiration for the customer from not only Urban Outfitters, but also their fellow consumer. This promotion would also encourage customers to participate for the prize of being featured on official Urban Outfitters materials (user consent provided of course).
These posters align with Urban’s culture by carrying elements of UO’s brand design (generous white space, hand-rendered accents, display fonts with copious personality, and creative relationships between type and image), and applying them to an innovative form of digital collage, juxtaposing the same piece solo on a model, and stylized on a member of the Urban Outfitters community. This idea fits within Urban Outfitter’s brand by highlighting the individuality of each piece, and furthermore, the wearer. By displaying multiple outfits for each piece, this promotion connects with creative, college-age consumers by engaging their sense of personal expression.
This series would function as a promotion, encouraging the already active #UOonYou community to share their individual style, putting UO’s already active social media campaign (281,915 posts — wow) to use as added marketing and free circulation.