Urban Outfitters is significantly increasing its spending on influencers for back-to-school season. With record sales of $5B in revenue in 2024, the company is allocating 50% more funds for influencer marketing efforts this year compared to previous years (though previous budgets were not disclosed). As part of its back-to-school campaign, “Shift Happens,” UO is partnering with Pinterest (which YPulse data shows Gen Z is driving the use of) to create curated boards featuring its products. This collab will show influencers’ favorite UO items as an inspo board teens might make themselves for the next school year. YPulse has long reported on both influencer impact and social shopping trends, which our recent Influencers Anonymous trend report confirmed are one in the same. (Campaign)
📊 YPulse data: 31% of 13-39-year-olds search for fashion ideas / tips on social media
