INC. Advertising Plan Book Part I. Jordyn Taylor, Inc.

INC. Advertising Plan Book Part I Jordyn Taylor, Inc. November 2007 Jordyn Ferri

Table of Contents Situation Analysis 3 Current Marketing Situation 3 The Industry 3 The Company 5 History 5 Growth 5 Growth Chart 6 Urban Outfitters, Inc., Six Years Sales Growth 6 SWOT Analysis 7 Strengths 7 Weaknesses 8 Opportunities 9 Threats 9 The Product 10 Stage of Product Life Cycle 10 Product Sales Features 10 Casual Clothes 10 Accessories 11 Shoes 11 Housewares 11 Gifts 11 Product Positioning 12 Sales History 13 Basic Financial Information 13 Annual Income Statements 13 Historical Financials & Employees 14 Quarterly Income Statements 15

Share of Market 15 Leading Youth Apparel Stores, 2004 15 Most Shareholder-Friendly Specialty Store Companies, 2006 16 Top Emerging Companies by Market Value, 2005 16 The Target Market 17 The Competition 18 Identification 18 Strengths of Competition 19 Weakness of Competition 19 Competitive Landscape Chart 20 Marketing Activities of Competition 20 Pricing 22 Comparison to Industry & Market 22 Communications Strategies & History 23 Work Cited 24

Situation Analysis Current Marketing Situation The Industry The growth and development of the women s clothing industry began in Europe and moved to America during the late 1700s. During that time, the industry did not have a large consumer audience due to the lack of affordability. During the late 19 th century, the invention of the sewing machine, along with the rise of mass production and the increase of retail stores, caused people to rely on clothing stores to acquire the latest trends. By the 1920s, buying clothing from a store was extremely fashionable, and making clothes at home became more outdated. Soon enough, after the growth of women s clothing retail, came the increasing importance of having the latest fashions. 1 By the early 1990s, sporting goods retailers and department stores were beginning to recognize the strong potential that women s apparel had. Stores were beginning to increase the women s section floor space, and revive their clothing lines. Soon following this movement, retailers also noticed the importance of large-sized women s clothing. Nevertheless, the largest developments were seen in the late 1990s, when retailers began to focus on the significance of discounting. This hot trend made it possible for the women consumers to buy fashionable clothing at reasonable and affordable prices. 2 1 "Women's Clothing Stores." Encyclopedia of American Industries. Online Edition. Thomson Gale, 2006. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.:Gale Group. 2007. <http://galenet.galegroup.com/servlet/bcrc>. 2 Women s Clothing Stores.

Today s clothing industry currently generates combined annual revenue of $130 billion, which includes 40,000 companies operating 90,000 stores. The 50 largest companies control 30,000 stores, and generate 65% of the industries revenue, proving to be a rather concentrated industry. 3 As of 2003, the women s clothing store industry accounts for $33.8 billion, which proved to be a substantial increase from previous years. Collectively, this sector generates 26% of the clothing industry. 4 Currently, the major companies in the women s clothing industry include Limited Brands, Inc., The Gap, Inc., and Talbots, Inc. Limited Brands, Inc., is currently the country s leading retailer for women s apparel. In 2005, their sales reached $9.4 billion. These corporations currently own a number of retailing stores, ranging from men and women s clothing, as well as children lines. 5 The women s clothing store industry has been successfully increasing over the past few years. The purchasing of career/casual clothing has shown an increase in profits and revenues. While there was still a noteworthy demand for more luxurious items, majority of the purchases were made from the lower-priced and sale items. Therefore, the demands for upscale items are high, but women are still looking for more inexpensive brands, that are still high in quality. This causes a rise for the affordable luxury category. Nearly 80% of all total purchases at women s clothing stores were for apparel and accessories priced below $40. 6 3 "Industry Profiles: Clothing Stores." Clothing Stores Industry. In Hoovers Online. 15 October 2007.<http://premium.hoovers.com/subscribe/ind/fr/profile/basic.xhtml?ID=182>. 4 Women s Clothing Stores. 5 Women s Clothing Stores. 6 Women s Clothing Stores.

The Company History Entrepreneurs Richard Hayne and Scott Belair opened its first Urban Outfitters store in 1970 near the University of Pennsylvania campus in Philadelphia. What started out as a class project, soon grew to be a huge success among college students. The store was originally opened under the name Free People, but was soon changed six years later to Urban Outfitters. At first, the stores offered second-hand clothing, cheap furniture, and other college dorm room accessories. The company then became incorporated in Pennsylvania during 1976. 7 Growth New stores in the chain were opened in areas near college campuses, and still upheld the original concept. Urban Outfitters then opened its first Anthropologie store in Philadelphia in 1992. A year later, Urban Outfitters decided to go public, and continued to open a number of stores across the country. During 1998, Anthropologie introduced its first catalog and launched a brand new website. 8 The company then opened its first Free People store in the Garden State Plaza located in Paramus, New Jersey in 2002. By 2003, Urban Outfitters introduced its first direct-to-consumer catalog. Currently, there are only 8 Free People boutiques. 7 Urban Outfitters, Inc. International Directory of Company Histories, Vol. 74. St. James Press, 2006. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group. 2007. <http://galenet.galegroup.com/servlet/bcrc>. 8 Urban Outfitters Inc. Notable Corporate Chronologies. Gale Group, 2003. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group. 2007. <http://www.galenet.galegroup.com/servlet/bcrc>.

However, there are more than 110 Urban Outfitters and over 95 Anthropologie stores in the United States. 9 In 2004 Urban Outfitters, Inc. was one of the most successful retailers, securing a revenue increase of nearly 50%, while net income rose by 87% over the previous year. 10 GROWTH CHART 11 Company Industry Median Market Median1 12-Month Revenue Growth 14.5% 9.2% 11.7% 12-Month Net Income 10.8% 2.3% 13.8% 12-Month EPS Growth 10.3% 1.9% 8.9% 12-Month Dividend Growth 0.0% 0.0% 0.0% 36-Month Revenue Growth 96.4% 32.9% 36.6% 36-Month Net Income Growth 88.1% 31.2% 41.8% 36-Month EPS Growth 83.9% 36.0% 36.8% 36-Month Dividend Growth 0.0% 0.0% 0.0% Six-Year Sales Growth Courtesy of UrbanOutfittersInc.com 9 Urban Outfitters, Inc. 10 Urban Outfitters, Inc. 11 Comparison Data. 2007. Urban Outfitters, Inc., 04 October, 2007. <http://premium.hoovers.com/subscribe/co/fin/comparison.xhtml?id=ffffrjtjyfhytkhcxy>.

SWOT Analysis Strengths The three brands found under Urban Outfitters, Inc.: Anthropologie, Urban Outfitters, and Free People, continue to grow at an extremely profitable and successful rate, proving its understanding of its customers and being able to connect with the consumer on an emotional level. 12 Urban Outfitters, Inc. makes it possible for teens and adults alike to find apparel, accessories, footwear, novelties, and housewares that fit their unique style. The company s relaxed atmosphere and trendy fashions allow consumers to make creations of their own by mixing a variety of edgy patterns and designs. Urban Outfitters, Inc., prides itself on its unique and eclectic styles that attract an edgier consumer. To uphold its reputation of having a contemporary and innovative environment, it is known that no two stores look alike. Urban Outfitters integration of antiques and homey decorations is very rare, and is still able to portray its rustic yet urban style. It is Urban Outfitters, belief that it can take any space, be it a run down theater, an old bank, or even a warehouse, and turn it into a store that is one of a kind, yet still expressing the company s theme. 12 Company Profile. 2007. Urban Outfitters, Inc., 04 October, 2007. <http://www.http://urbanoutfittersinc.com/profile/index.jsp>.

Weaknesses In 1998, Urban Outfitters had to close its first location due to poor sales, and its expansion was comparatively slower than many retail chains. 13 Unfortunately, in the years to follow, many controversies about the owner and a number of products Urban Outfitters sold caused uproar. It was said while the president of the company was shelling out thousands of dollars on republican campaigns, the store was selling t-shirts that said, Voting is for Old People. This caused the media to look differently on the founder. 14 Urban Outfitters is known for its quirky and ironically humorous t- shirts and products, but every once in a while some publics seem to think that the company has crossed the line of not being politically correct. These products humorously play up stereotypes, such as Everyone Loves a Jewish Girl surrounded by dollar signs, Jesus is My Homeboy, Erin Go F**k Yourself a spoof on the Irish Erin Go Bragh, and a game entitled, Ghettopoly a parody of Monopoly 15 just to name a few. Though some of these T-slogans received complaints, others were discontinued and taken off the shelves due public opposition. 16 13 Urban Outfitters, Inc. 14 Overview. Urban Outfitters, Inc. In HOOVERS. 28 October, 2007. <http://premium.hoovers.com/subscribe/co/overview.xhtml?id=ffffrjtjyfhytkhcxy>. 15 Overview. 16 "Controversies-Urban Outfitters. Wikipedia. 23 October 2007. <http://en.wikipedia.org/wiki/urban_outfitters>.

Opportunities Urban Outfitters decided to seize an opportunity to be more environmentally friendly by going green. By targeting affluent men and women, Urban Outfitters announced its current plans to launch its fourth brand in early 2008. Urban Outfitters call this project a "greenhouse" environment, and it will sell eclectic home and gardening products. 17 Through the creation of its fourth brand, Urban Outfitters plans to increase its growth, and continue to boost its annual sales by 20%. 18 Threats Even though Urban Outfitters, Inc., is a very successful business, its competitors are surely turning up the heat. Currently, Urban Outfitters main threat is Abercrombie & Fitch, who is the leading company in the current competitive range. Other companies such as bebe Stores, Inc., and Pier 1 Imports, Inc. are also fighting to get to the top of the competitive landscape. Targeting young consumers, and relying on the latest trends are always tricky due to the ever-changing fashions of today s culture. 17 Overview. 18 Urban Outfitters Concept is Green. Current Company: Urban Outfitters, Inc. In Business and Company Resource Center. 01 November, 2007. <http://galenet.galegroup.com/servlet/bcrc?locid=loyoland_main&srchtp=cmp&c=2&cc=1&m ode=c&tcp=urban+outfitters&docnum=a163966133&bconts=13119&vrsn=160&rcp=co&rsic=pk &ste=72&tab=2&tbst=tscm&tpc=people&ccmp=urban+outfitters+inc.&n=20>.

The Product Stage of Product Life Cycle Currently, the Urban Outfitters brand company is in its growth cycle. After 1993 when the company went public at $18 per share, Urban Outfitters began to take off. As of now there are more than 110 Urban Outfitter stores in 33 states. By 2002, the company set plans in motion to start placing stores in shopping malls. The company also plans to open a number of new stores in various locations around the Unites States such as Las Vegas, Nevada, as well as locations over seas in order to continue its growth. The corporation keeps expanding, and is now worth a total of $1,224.7 million. Of that total, the Urban Outfitters brand accounts for 45% of those sales. 19 Product Sales Features Urban Outfitters offers a wide variety of products and consumer goods, which consist of the following categories: Casual clothes Apparel includes clothing for both men and women, consisting of: graphic tees, layers, sweaters, vests, hoodies, jeans, pants, shorts, swimwear, dresses, underwear, and lingerie, just to name a few. The most popular selling brands are True Religion, Diesel, Lacoste, Converse, Volcom, Obey, Le Tigre, Free People, Urban Outfitters, Betsey Johnson, Truly Madly Deeply, Loop, and Dolce Vita. 19 Urban Outfitters Inc. Notable Corporate Chronologies.

Accessories Accessories include: bags, wallets, jewelry, watches, hats, seasonal accessories, scarves, belts, sunglasses, and cosmetic/hair accessories for both men and women. Shoes Footwear includes boots, sneakers, sandals, casual, and slippers for men and women, as well as flats, lace-ups, heels, and wedges for women. Housewares Housewares include: furniture, lighting, rugs, wall décor, curtains, beddings, pillows, bath, kitchen, bar, seasonal, and women s favorite entitled, pretty little things. The store also carries products that provide entertainment value such as cameras, electronics, fun & games, books, and stationary. Gifts Items include any seasonal items such as stocking stuffers and gift cards. There is currently an online gift center featured on the website along with available gift packaging. The website also makes it possible for the customer to create their very own wish list. Currently, Urban Outfitters also sells special boutique items, and Urban Renewals, which are clothes made from excess fabric used in previous years. These items are extremely limited offers, and are usually in the higher price range due to their exclusivity.

Product Positioning Urban Outfitters key goal is to acquire the brand loyalty and brand preference of young affluent men and women. Urban Outfitters is meant to broaden the minds and open the eyes of the target audience. By creating a unique shopping experience for each store, yet still holding true to the rustic, hipster environment, Urban Outfitters was able to create an emotional bond with the customers. It currently offers an eclectic mix of fashion merchandise in a lifestyle sensitive environment. The stores embody and convey the true free spirit that is, Urban Outfitters. 20 By offering a wide variety of apparel, accessories, and housewares, Urban Outfitters is able to not only dress its customer, but also enter the consumers daily lives. This down-to-earth complete lifestyle was the main ingredient that created a bond between the customers and the stores, and proved to be a huge success. Additionally, Urban Outfitters makes it possible for its customers to be able to shop not only in stores, but also online and through direct-to-home catalogs. With all these outlets working together, Urban Outfitters plans to have an assertive yet controlled growth for the years to come. 21 20 Company Profile. 21 Urban Outfitters, Inc.

Sales History 22 BASIC FINANCIAL INFORMATION Company Type Fiscal Year-End Financial Filings Public - NASDAQ (GS): URBN Headquarters January SEC 2007 Sales (mil.) $1,224.7 1-Year Sales Growth 12.1% 2007 Net Income (mil.) $116.2 1-Year Net Income Growth (11.2%) Auditor Deloitte & Touche LLP This data is provided as per license from EDGAR Online ANNUAL INCOME STATEMENT All amounts in millions of amounts. View: Annual Quarterly US Dollars except per share Jan 07 Jan 06 Jan 05 Revenue 1,224.7 1,092.1 827.8 Cost of Goods Sold 772.8 643.5 489.0 Gross Profit 451.9 448.6 338.8 Gross Profit Margin 36.9% 41.1% 40.9% SG&A Expense 232.2 201.6 158.5 Depreciation & Amortization 55.7 39.3 31.9 Operating Income 164.0 207.7 148.4 Operating Margin 13.4% 19.0% 17.9% Nonoperating Income 6.2 4.7 1.8 Nonoperating Expenses -- -- -- 22 Financial Data. Urban Outfitters, Inc. In HOOVERS. 28 October, 2007. <http://premium.hoovers.com/subscribe/co/overview.xhtml?id=ffffrjtjyfhytkhcxy>.

Income Before Taxes 170.2 212.4 150.2 Income Taxes 54.0 81.6 59.7 Net Income After Taxes 116.2 130.8 90.5 Continuing Operations 116.2 130.8 90.5 Discontinued Operations -- -- -- Total Operations 116.2 130.8 90.5 Total Net Income 116.2 130.8 90.5 Net Profit Margin 9.5% 12.0% 10.9% Diluted EPS from Total Net Income ($) 0.69 0.77 0.54 Dividends per Share -- -- -- Data Definitions This data is provided as per license from EDGAR Online HISTORICAL FINANCIALS & EMPLOYEES Income Statement Year Revenue ($ mil.) Net Income ($ mil.) Net Profit Margin Employees Jan 2007 1,224.7 116.2 9.5% 8,400 Jan 2006 1,092.1 130.8 12.0% 7,500 Jan 2005 827.8 90.5 10.9% 7,500 Jan 2004 548.4 48.4 8.8% 7,500 Jan 2003 422.8 27.4 6.5% 3,200 Jan 2002 349.0 15.0 4.3% 3,000 Jan 2001 295.3 10.5 3.6% 2,600 Jan 2000 276.1 18.7 6.8% 2,200

QUARTERLY INCOME STATEMENTS Quarter Ending Jul 07 Quarter Ending Apr 07 Quarter Ending Jan 07 Revenue ($ mil.) 348.5 314.5 360.8 Gross Profit ($ mil.) Operating Income ($ mil.) Total Net Income ($ mil.) Diluted EPS (Net Income) 130.0 112.6 132.5 47.3 36.0 48.3 31.9 29.4 35.7 0.19 0.17 0.21 Share of Market Leading Youth Apparel Stores, 2004 23 (Firms are ranked by sales in millions of dollars.) 23 "Leading Youth Apparel Stores, 2004." Chain Store Age, August, 2004, p. 14A. Market Share Reporter 2005. Thomson Gale, 2005. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group, June 2002. <http://galenet.gale.com/servlet/bcrc/>.

Most Shareholder-Friendly Specialty Store Companies, 2006 24 Ranked by: Score based on the effectiveness of companies' governance and investor relations as part of their overall efforts to maximize shareholder value. Remarks: Specific scores not provided. 1. Chico's FAS Inc. 2. Urban Outfitters Inc. 3. The Gap Inc. 4. Hot Topic Inc. 5. Limited Brands Inc. Top Emerging Companies by Market Value, 2005 25 Ranked by: Market value, in millions of dollars. Remarks: Ranking includes public U.S. companies with revenue between $10 million and $1 billion that have reported continuing sales growth during the five-year period. Top Emerging Companies by Market Value, 2005 1. Chicago Mercantile Exchange $7799 2. Cognizant Technology Solutions Corp. $5680 3. Kinetic Concepts Inc. $541 4. Pixar Animation Studios Inc. $502 5. Celgene Corp. $478 6. NAVTEQ Corp. $4068 7. ImClone Systems Inc. $3827 8. Ultra Petroleum Corp. $336 9. Urban Outfitters Inc. $3427 10. Helmerich & Payne $3136 24 Source Citation: "Most Shareholder-Friendly Specialty Store Companies, 2006." Institutional Investor, America's Most Shareholder-Friendly Companies (annual), February 2006, p. 51. Business Rankings Annual 2007. Thomson Gale, 2007. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group, June 2002. <http://galenet.gale.com/servlet/bcrc/>. 25 Source Citation: "Top Emerging Companies by Market Value, 2005." Hoover's Handbook of Emerging Companies, (annual), Hoover's Inc., 2006, p. 7. Business Rankings Annual 2007. Thomson Gale, 2007. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group, June 2002. <http://galenet.gale.com/servlet/bcrc/>.

The Target Market Urban Outfitters current target market is affluent men and women between the ages of 18 and 30 years old. 26 However, Urban Outfitters does appeal to other age ranges such as young teens. They target young adults who are interested in the mainstream, trendy, metropolitan-hipster style that Urban Outfitters has to offer. By offering a wide variety of styles and fashions, Urban Outfitters allows its customers to create a style of their own. Urban Outfitters targets a scenester and hipster audience who are fashionably aware and interested in the newest craze. Urban Outfitters largely targets college students across the United States, locating stores near a number of college/university friendly neighborhoods. Furthermore, the stores lifestyle sensitive environment generates brand loyalty and makes it possible for the company to resonate with the customer on an emotion level. 26 Company Profile.

The Competition Identification Abercrombie and Fitch Co. 27 Abercrombie & Fitch (A&F) is an American company that currently maintains products under five lifestyle brands. These brands include Abercrombie & Fitch, abercrombie, Hollister, Ruehl, and Gilly Hicks. Each brand targets a specific age group, but collectively the company targets anywhere from children to adults. These brands include men and women apparel, accessories, and footwear. It currently operates over 1,004 stores in total, including both U.S. and Canadian stores. bebe stores Inc., (BEBE) 28 bebe stores Inc., (BEBE) is an American made company, founded in 1977. The company offers retail under four brand names: bebe, COLLECTION bebe, BEBE SPORT, and bebe O. These clothing lines are made exclusively for an affluent woman. In addition to clothing, bebe also sell accessories and footwear. Pier 1 Imports Inc. (PIR) 29 Pier 1 Imports was founded in 1962, and specializes mainly in imported home furnishings, as well as décor. It also carries decorative accessories and seasonal décor. The chain operates over 1,200 stores under the name Pier 1 Imports nationally and internationally. 27 "Abercrombie & Fitch Company" International Directory of Company Histories, Vol.75. St. James Press, 2006. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.:Gale Group. 2007. <http://galenet.galegroup.com/servlet/bcrc>. 28 "bebe stores, inc." International Directory of Company Histories, Vol. 31. St. James Press, 2000. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.:Gale Group. 2007. <http://galenet.galegroup.com/servlet/bcrc>. 29 "Pier 1 Imports, Inc." International Directory of Company Histories, Vol. 34. St. James Press, 2000. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.:Gale Group. 2007. <http://galenet.galegroup.com/servlet/bcrc>.

Strengths of Competition Abercrombie and Fitch Co. 30 o Strong brand portfolio o Strong financial performance o Robust balance sheet o Wide ranging target audience bebe stores Inc., (BEBE) 31 o Strong brand equity o Higher inventory turnover o Strong returns Pier 1 Imports Inc. (PIR) o Strong brand equity o Broad furnishing assortment Weaknesses of Competition Abercrombie and Fitch Co. 32 o Low inventory turnover ratio o Limited geographic reach bebe stores Inc., (BEBE) 33 o Lack of scale of operations o Market to a very small audience o Do not offer men s apparel Pier 1 Imports Inc. o Only offers one brand o Revenue decrease in recent years o Forced to close children line o Reducing store count 30 SWOT Analysis. Abercrombie & Fitch Co. In Data Monitor/Market Line. 03 November, 2007. <http://dbic.datamonitor.com/companies/company/?pid=5a7c56d0-670a-41db-a218- EFD5FA924AD1#SWOTAnalysis>. 31 SWOT Analysis. Bebe stores Inc. (BEBE). In Data Monitor/Market Line. 03 November, 2007. <http://dbic.datamonitor.com/companies/company/?pid=c8f9ba24-a166-4e86-841b- CA9A4AE88901#SWOTAnalysis>. 32 SWOT Analysis. 33 SWOT Analysis

Competitive Landscape Top Competitors Urban Outfitters Abercrombie & Fitch bebe Stores Pier 1 Imports Key #s Annual Sales ($mil.) 1,224.7 3,318.2 670.9 1,623.2 Employees 8,400 86,400 -- 15,400 Market Cap ($ mil.) 4,307.7 7,134.0 1,155.4 350.1 Marketing Activities of Competition Abercrombie and Fitch Co. 34 Abercrombie & Fitch presents its advertisements in grayscale to create a sensual theme. Abercrombie and Fitch promotes a Casual Luxury as its lifestyle branding image. Another marketing tactic A&E used was creating the French bulldog mascot, Trubble. Just this September in 2007, Hollister Co. will promote the new personal care line called Sessions. Coming soon in January of 2008, A&E will introduce its newest brand, Gilly Hicks, a women s lingerie, loungewear, and personal care line. 34 Abercrombie & Fitch Company.

bebe stores Inc., (BEBE) 35 BEBE advertises in number of fashion and lifestyle magazines, out-of-home advertising, catalogs, and visual store presentations, and on the companies website. Over the years BEBE has acquired a number of endorsements from popular stars including: Adriana Lime (Victoria s Secret Angel model), Rose McGowan, Mischa Barton, and Eva Longoria, to name a few. BEBE also host events to show its new lines, as well as events that support non-profit organizations. Pier 1 Imports Inc. (PIR) 36 In February of 2003, Pier 1 opened its largest store thus far in an area just outside of Las Vegas. After changing the name of Cargokids to Pier 1 Kids in 2005, they soon opened its first Pier 1/Pier 1 Kids concept store in Palm Beach. By 2006 Pier 1 Imports partnered with Chase banking to sell its Pier 1 Preferred Card, and improved services to the company s brand loyal customers. Pier 1 also continues to work with philanthropic organizations through international, national and local efforts including UNICEF (the United Nations Children's Fund), Susan G. Komen for the Cure, the United Way of Tarrant County and the Adopt-A-School program with E. M. Daggett Elementary School. 35 bebe stores Inc. 36 About Pier 1 Import: History. Pier 1 Imports. 02 November 2007. <http://www.pier1.com/sidemenu/pressroom/history/tabid/155/default.aspx>.

Pricing Urban Outfitters has a very large price range, and can have items priced as low as $4 while having other items be as costly as $500. This large price range makes it nearly impossible for a customer not to be able to afford at least one item from its cast product options. The average price for apparel is between $30 to $40. The most expensive items are presented in apparel, footwear, and furnishings. Its new boutique collections, especially the Urban Renewal collection, account for a large portion of the higher priced luxury goods.

Communications Strategies/History Urban Outfitters currently operates two business segments, which includes a lifestyle merchandising retailing segment and a wholesale apparel segment. It is possible to shop for the products through means of shipping in stores, catalogs, call centers, and websites. The company s overall goal is to increase its store base by an approximate annual 20 percent. Urban Outfitters, Free People and Anthropologie catalogs offer selected merchandise, much of which is also available in stores and boutiques. All brands intend to expand distribution channels and increase brand awareness through various communication outlets. Each of the websites capture the spirit of the store by offering a similar selection of merchandise as found in the stores. All three brands have running websites, as well as direct-to-consumer catalogs. www.urbanoutfitters.com www.anthropologie.com www.freepeople.com

Work Cited "Abercrombie & Fitch Company" International Directory of Company Histories, Vol.75. St. James Press, 2006. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.:Gale Group. 2007. <http://galenet.galegroup.com/servlet/bcrc>. About Pier 1 Import: History. Pier 1 Imports. 02 November 2007. <http://www.pier1.com/sidemenu/pressroom/history/tabid/155/de fault.aspx>. "bebe stores, inc." International Directory of Company Histories, Vol. 31. St. James Press, 2000. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.:Gale Group. 2007. <http://galenet.galegroup.com/servlet/bcrc>. Company Profile. 2007. Urban Outfitters, Inc., 04 October, 2007. <http://www.http://urbanoutfittersinc.com/profile/index.jsp>. Comparison Data. 2007. Urban Outfitters, Inc., 04 October, 2007. <http://premium.hoovers.com/subscribe/co/fin/comparison.xhtml? ID=ffffrjtjyfhytkhcxy>. "Controversies-Urban Outfitters. Wikipedia. 23 October 2007. <http://en.wikipedia.org/wiki/urban_outfitters>. Financial Data. Urban Outfitters, Inc. In HOOVERS. 28 October, 2007. <http://premium.hoovers.com/subscribe/co/overview.xhtml?id=ffff rjtjyfhytkhcxy>. "Industry Profiles: Clothing Stores." Clothing Stores Industry. In Hoovers Online. 15 October 2007. <http://premium.hoovers.com/subscribe/ind/fr/profile/basic.xhtml? ID=182>. "Leading Youth Apparel Stores, 2004." Chain Store Age, August, 2004, p. 14A. Market Share Reporter 2005. Thomson Gale, 2005. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group, June 2002. <http://galenet.gale.com/servlet/bcrc/>. Overview. Urban Outfitters, Inc. In HOOVERS. 28 October, 2007. <http://premium.hoovers.com/subscribe/co/overview.xhtml?id=ffff rjtjyfhytkhcxy>.

"Pier 1 Imports, Inc." International Directory of Company Histories, Vol. 34. St. James Press, 2000. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.:Gale Group. 2007. <http://galenet.galegroup.com/servlet/bcrc>. Source Citation: "Most Shareholder-Friendly Specialty Store Companies, 2006." Institutional Investor, America's Most Shareholder-Friendly Companies (annual), February 2006, p. 51. Business Rankings Annual 2007. Thomson Gale, 2007. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group, June 2002. <http://galenet.gale.com/servlet/bcrc/>. Source Citation: "Top Emerging Companies by Market Value, 2005." Hoover's Handbook of Emerging Companies, (annual), Hoover's Inc., 2006, p. 7. Business Rankings Annual 2007. Thomson Gale, 2007. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group, June 2002. <http://galenet.gale.com/servlet/bcrc/>. SWOT Analysis. Abercrombie & Fitch Co. In Data Monitor/Market Line. 03 November, 2007. <http://dbic.datamonitor.com/companies/company/?pid=5a7c5 6D0-670A-41DB-A218-EFD5FA924AD1#SWOTAnalysis>. SWOT Analysis. Bebe stores Inc. (BEBE). In Data Monitor/Market Line. 03 November, 2007. <http://dbic.datamonitor.com/companies/company/?pid=c8f9b A24-A166-4E86-841B-CA9A4AE88901#SWOTAnalysis>. "Women's Clothing Stores." Encyclopedia of American Industries. Online Edition. Thomson Gale, 2006. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.:Gale Group. 2007. <http://galenet.galegroup.com/servlet/bcrc>. Urban Outfitters Concept is Green. Current Company: Urban Outfitters, Inc. In Business and Company Resource Center. 01 November, 2007. <http://galenet.galegroup.com/servlet/bcrc?locid=loyoland_ main&srchtp=cmp&c=2&cc=1&mode=c&tcp=urban+outfitters &docnum=a163966133&bconts=13119&vrsn=160&rcp=co&rsic =PK&ste=72&tab=2&tbst=tsCM&tpc=People&ccmp=Urban+Out fitters+inc.&n=20>. Urban Outfitters, Inc. International Directory of Company Histories, Vol. 74. St. James Press, 2006. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group. 2007. <http://galenet.galegroup.com/servlet/bcrc>.

Urban Outfitters Inc. Notable Corporate Chronologies. Gale Group, 2003. Reproduced in Business and Company Resource Center. Farmington Hills, Mich.: Gale Group. 2007. <http://www.galenet.galegroup.com/servlet/bcrc>.