Urban Outfitters' 'UO On Campus' Web Series Spotlights Real Students
Jana Pijak — August 22, 2017 — Art & Design
References: youtube
Lifestyle retailer Urban Outfitters is known for its hipster-approved clothing, home, and beauty products, and its latest 'UO On Campus' webisode gives the retailer's fans dorm decor inspiration from real people -- best friends Zoe Bullock and Katerina Tannenbaum.
The brand's 'Living Together' webisode spotlights dorm decor ideas that are shared by two roommates with opposing style preferences. Showing viewers how to compromise while living with a friend, the webisode is honest, and authentic, while showcasing affordable and chic products one can purchase at their local Urban Outfitters location.
Drawn to user-generated content versus traditional ads, Millennial and Gen-Z consumers are more likely to trust the wisdom of real people, making this particular branded content a hit among younger audiences seeking decor inspiration.
The brand's 'Living Together' webisode spotlights dorm decor ideas that are shared by two roommates with opposing style preferences. Showing viewers how to compromise while living with a friend, the webisode is honest, and authentic, while showcasing affordable and chic products one can purchase at their local Urban Outfitters location.
Drawn to user-generated content versus traditional ads, Millennial and Gen-Z consumers are more likely to trust the wisdom of real people, making this particular branded content a hit among younger audiences seeking decor inspiration.
Trend Themes
1. User-generated Content Marketing - Brands can capitalize on the trust of younger audiences and produce more user-generated content marketing like Urban Outfitters' 'UO On Campus' web series.
2. Influencer-style Marketing - Due to the popularity of influencer-style marketing, Dorm decor inspo could be a disruptive innovation opportunity for home decor and furniture industries.
3. Authentic Branding - Authentic branding like Urban Outfitters' honesty and showcasing affordable and chic products can become a trend among lifestyle retailers.
Industry Implications
1. Home Decor - These dorm decor webisodes can be a disruptive innovation opportunity for the home decor industry to appeal to younger audiences.
2. Furniture - Furniture brands can use dorm rooms to showcase their products with influencer-style marketing thanks to Urban Outfitters' 'UO On Campus' web series popularity.
3. Retail - Other retail chains can focus on authentic branding to appeal to young consumers who prefer user-generated content over traditional ads.
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