Urban Outfitters wants to regain its appeal among Gen Z college students. Following a challenging second quarter, the brand is investing in UO College Shops, sections of 12 existing stores near major U.S. colleges that will have merch representing local schools. YPulse reported in July that the brand upped its influencer marketing for back-to-school, which has already increased engagement for the College Shops. However, UO is still dealing with pricing challenges while fast-fashion brands like SHEIN and Temu maintain their popularity among budget-strapped young consumers, especially college students. But notably, UO College Shops are currently outperforming primary locations, and most purchases have shown a strong preference for comfort-oriented brands such as Birkenstock and Crocs. (Glossy)
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