Urban Outfitters’ marketing strategy is leaning on Gen Z.

Urban Outfitters’ marketing strategy is leaning on Gen Z. Urban Outfitters is increasingly looking towards young tastemakers to inform their brand—and they’re doing so by showing up in person for their core customers, especially during the back-to-school season. Last year, Urban Outfitters had an expansive back-to-school campaign complete with campus-centered scavenger hunts, pop-up experiences, giveaways, and a private performance by KATSEYE in New York City. Earlier this year, they partnered with Gen Z-favorite Zara Larsson on a new campaign ahead of her North American tour. Urban Outfitters also hosted a brand trip to Joshua Tree for nano influencers—not just the already wealthy mega-influencers. They say these efforts prioritize authenticity and are meant to inspire Gen Z to feel part of the brand, which also invites young people to create their own organic content and generate buzz. (Modern Retail)

👀 Read more from YPulse: The Top 10 Coolest Brands This School Year—According to Students