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Below is a simple plan I created that I could refer back to throughout the creation of my INP to ensure I was including everything I had planned to inlcude.T his allowed me to complete my INP in an organised way and complete to a high-quality standard.

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I saw a gap in the market for Urban Outfitters to create a kids range as it is something that they have not done before but some of their competitors have. I felt that it would show that the company is following the times and doing what it takes to continue the success within the fashion industry and also gain a new demographic of customers. Once I had decided on the concept that I wanted to create, I decided to turn to WGSN to view predicted trends for A/W 21 and see what was currently thriving in the childrens fashion market.

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Below is the plan I created before beginning my marketing strategy and launch plan. This allowed me to lay out my ideas and was an organised way for me to know what to research.

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Brexit is an ongoing political topic that many people are for and against. Brexit is an obvious political issue that could effect Urban Outfitters in many ways and the rest of the fashion industry. I chose to research into this topic further in order to get a clear understanding of the topic and how it could effect the fashion industry and Urban Outfitters. This article was extremely helpful in achieving this and gave thorough information of how Brexit could effect the fashion industry.
‘Hard Brexit — where existing trade deals disappear, and designers, retailers and manufacturers would have to pay to trade with the EU — would mean clothing and footwear tariffs of about 11 per cent, or just over £1 billion more each year.’

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Lifestyle ES Magazine

The British fashion industry relies on international trade, thrives on a global pool of talent - and has made no secret of its desire to remain in the EU. So how is it preparing as we enter the final countdown to Brexit? Lucy Tobin investigates

B

ritain's fashion industry didn't vote for Brexit: 90 per cent of designers told the British Fashion Council they were voting remain.

But with less than seven months to go before the UK formally cuts its ties with the European Union, this £28 billion sector has to get three very different looks ready to future-proof business.

Richard Lim, chief executive of analyst Retail Economics, outlines the potential scenarios: 'Hard Brexit - where existing trade deals disappear, and designers, retailers and manufacturers would have to pay to trade with the EU - would mean clothing and footwear tariffs of about 11 per cent, or just over £1 billion more each year.' A second option is a free trade agreement, 'but we don't know what kind of strings will be attached - it's hard for businesses to plan'. Third, the UK could remain part of the customs union, but that seems unlikely given that Theresa May has already rejected this path.

'Whatever happens, the price of a pair of jeans will, in all likeliness, go up after Brexit,' says Lim. 'It's tariffs, and an exodus of [European] shop staff, designers, warehouse staff, delivery drivers... As we "take control of our borders", the pool of available staff is likely to shrink, meaning an inflationary impact on wages. It's likely to be massively disruptive.'

The UK imports almost £10 billion worth of clothes and shoes from Europe each year; more than 10,000 European staff work in the British fashion industry. It has become a microcosm of UK Plc's struggle to deal with the referendum result.

Katharine Hamnett has sold thousands of her 'CANCEL BREXIT' T-shirts and has released a new version, 'FASHION HATES BREXIT'. She is campaigning for a second referendum, but has a contingency plan, too. She has set up her own Italian company, near Venice, 'to handle production and logistics, so we don't get snarled up in complicated Brexit red tape and import and export problems for our manufacturing and shipments'.

'It's terrifying that we know so little about "the deal" - the fashion industry works so far in advance, and it feels like we are in a blackout room and having to use a crystal ball to find our way out,' says Frances Card, fashion consultant and former Matchesfashion.com COO. Her concern is echoed by Clare Hornby of ME+EM, whose Breton T-shirts are loved by the Duchess of Cambridge. Meanwhile, photographer Nick Knight is unequivocal. 'The overwhelming evidence and general agreement on all sides now is that this country and its communities will be considerably worse off both economically and culturally if we leave the EU,' he says.

It's not all bad. The Brexit-fuelled crash in the value of the pound has seen surging numbers of Chinese, Arab and American fashion tourists chucking cash at the West End's fanciest tills. But higher sales may not be enough to offset rising foreign manufacturing costs and an influx of shoppers may be balanced by an outflux of international talent from the industry. José Neves, founder of luxury online platform Farfetch, put it like this at last year's Web Summit in Lisbon: 'We have 25 different nationalities in our London office. If [Brexit] jeopardises that, it'll be a major loss.' Writer and consultant Nick Vinson points out, 'Many great "British" designers are European and proud of it': Mary Katrantzou is Greek, Simone Rocha is Irish, Peter Pilotto is Austrian-Italian.

Loud and clear: Katharine Hamnett's T-shirt

Stephanie Phair, chair of the British Fashion Council, says that 'making sure young people from all around the world have access to creative education and skills to protect our home-grown talent pipeline' is a post-Brexit priority. 'It's extremely important that we remain open and accessible to international talent,' she adds. The BFC helps run the fashion arm of the Home Office's Tier 1 visa scheme, giving 2,000 top designers from outside the EU fast-tracked visas. 'In light of Brexit, this is something that is incredibly important.'

Stylist Tamara Cincik set up Fashion Roundtable to make sure the industry's concerns were heard. 'Fishing makes £1.4 billion for the UK economy, fashion almost £30 billion, but we only hear about cod,' she says. 'I know of two long-established London brands, one in accessories, one in women's and menswear, moving to Portugal, and a large fash-tech business looking to relocate its logistics to Italy. With a hard Brexit or no deal, swathes of fashion firms expect to leave,' she adds.

Universities claim the talent drain isn't happening yet. The London College of Fashion says its proportion of EU applicants hasn't dropped over the past year. The college's head, professor Frances Corner, is a rare positive voice: 'Brexit gives us an opportunity to ask what sort of fashionable future we want. Ideas and thoughts can't be tied down to national boundaries, they will always break through,' she says. But she mourns the end of EU funding, and potentially of the Erasmus scheme, which enables students and staff to work elsewhere in Europe.

The International Trade Secretary, Liam Fox, has said that Brexit is 'an unprecedented opportunity to create a trading environment that delivers for our country, our businesses and our citizens'. And it's true that Brexit isn't a wardrobe disaster for every London company in the fashion industry. Vote Leave's push for the return of 'made in Britain' is already bearing fruit in the unlikely location of Haringey. At a dazzling white workshop in Zone 2, Jenny Holloway runs Fashion Enter, where 107 stitchers, cutters and designers manufacture womenswear for Marks & Spencer, Asos, Matthew Williamson and Preen, among others. Since the referendum, she's had Tesco and Arcadia come knocking. 'Brexit, and the chaos in Turkey, mean manufacturing is drifting back to the UK,' Holloway says.

The in-crowd: right, designers Sid Bryan and Cozette McCreery express support for the remain campaign during one of their label's catwalk shows in 2016 /

'We can go from idea to delivery in three weeks.' However, some 80 per cent of her stitchers are Eastern European. 'When [the Brexit vote] first happened, two went home immediately - they felt unloved and unwanted. We used to have skilled workers from Bulgaria, Romania and Poland knocking on the door every week - that's stopped completely.'

UK makers also need something to make their clothes from - and there aren't any cotton fields in Seven Sisters. Three quarters of materials used in the UK are imported. If there is no deal, UK manufacturers will be subject to a bewildering array of tariffs.

'Manufacturers will face reams of paperwork for each component part,' Anna Tobin, at Ready for Brexit, explains. 'Plus there are possible technical barriers to trade - if a country decides a British clothing firm's standards aren't high enough, it could be barred. Then there's the possible port queues delaying shipments, new VAT rules that mean importers will have to pay their 20 per cent upfront, and potential delays at immigration for foreign buyers.

'Business that's done unthinkingly now - shipping in cloth from Italian mills, sourcing components from China, Turkey and India, transporting finished clothes and models over to Paris or Milan for the shows, and product lines into stores in Europe - will entail many more additional steps. It will be a logistical nightmare.'

Spaniard Álvaro González makes the sandals of his eponymous shoe brand in Florence, sells them in his Marylebone shop plus wholesale worldwide via Matchesfashion.com, Mr Porter and Browns Fashion, all based in London. 'Delivery for SS19 is just before [Brexit day] but our next collection, which we are designing now, is a concern - we have no way of knowing how we can sell and deliver it. We wholesale in euros, and sell in our store and via e-commerce in pounds. Our margins are at risk with exchange rate fluctuations.'

Stephen Sidkin, fashion law partner at Fox Williams whose clients include La Perla and Orla Kiely, believes the industry is not well prepared: 'Many fashion firms are adopting the ostrich position - which could prove painful.' But he admits they have no choice. 'By next week, many brands will have decided what individual pieces from their SS19 collections to manufacture - but unless they are paying in sterling, how can they know where exchange rates will be when payment for overseas manufacturing becomes due? Or what customs duties will be payable both into the UK and into the EU?'

All of which means that experts are worried about London losing its reputation as a global fashion capital. Last month, Superdry founder Julian Dunkerton gave £1m to the People's Vote campaign for a second referendum. Frances Card, meanwhile, adds: 'We came back from a major exodus of designers and top models at London Fashion Week around a decade ago - it was hard to do. The threat of [Brexit's] potential loss cuts through all aspects of our industry - disaster for our stores, businesses and carefully nurtured brands, and the freedom to move everything and everyone easily across borders. Don't let's lose our place again.'

Illustrations by Michelle Thompson

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How will Brexit impact the UK fashion industry?

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The British fashion industry relies on international trade, thrives on a global pool of talent - and has made no secret of its desire to remain in the EU. So how is it preparing as we enter the final countdown to Brexit? Lucy Tobin investigates

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This is another article that I read regarding Brexit in order to get a thorough understanding of the situation and how it could effect the fashion industry and Urban Outfitters. This article was also very helpful when writing my PEST analysis. I felt Brexit was an important topic to understand as I am creating a range and it could effect the way Urban Outfitters have to source and their costs.
'The fashion sector in the UK, built on duty-free access to the EU, is facing the risk of export tariffs into its biggest trading partner from 2021 onward.'

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UK and European Union fashion firms want clarity on tariffs, migration and regulation from the upcoming trade negotiations.

Key takeaways:

The fashion sector in the UK, built on duty-free access to the EU, is facing the risk of export tariffs into its biggest trading partner from 2021 onward.

Some businesses hope for liberalised regulation post-Brexit, but EU firms are pushing back over fears that this could give British manufacturers an unfair advantage.

The UK fashion industry fears a lack of clarity around short-term work visas could limit the ambition of promotional events like London Fashion Week.

On Friday night, Britain will formally, finally, leave the European Union. With that, the focus shifts to upcoming trade talks. The dangers for British fashion have been well documented: the UK Trade Policy Observatory, a research unit, has called it the manufacturing sector most at risk of a significant drop in exports. Meanwhile, continental manufacturers and retailers fear that a UK outside of the EU regulatory sphere will operate at an unfair advantage.

British Prime Minister Boris Johnson has stated he wants the trade deal completed within the year when a transition period that will see the UK align with single market rules is due to end. But that is a timeframe many consider unrealistic. Even if an accord was to be agreed in less than 12 months, fashion firms fear that negotiators will overlook some of the detailed protections they want, or even miss some of the opportunities of a post-Brexit world.

Vogue Business spoke to representatives of the main lobbying bodies and industry groups on both sides of the channel about what they want their governments to prioritise in the trade talks. We also reached out to over 30 brands across different price points, but most preferred to let trade bodies speak for them. The results of these discussions are outlined below.

Keeping zero-for-zero tariffs

"The absolute number one [priority] has to be tariffs," says Adam Mansell, CEO of the UK Fashion and Textile Association, whose members include Burberry, Asos and Ted Baker. "The EU is by far and away the biggest market for the UK...so, therefore, having tariff-free access to that market is hugely important for us."

The modern UK textiles, apparel and footwear sector was built on the assumption of tax-free access to Europe, so British manufacturers are highly reliant on exporting to the EU. For instance, 80 per cent of UK clothing exports are currently sent to the EU.

UK Brexit minister Stephen Barclay said last week that zero-tariff, zero-quota trade would be one of the British government's aims in the trade talks. But EU negotiators have repeatedly said that they will only countenance that if Britain aligns with the bloc on issues like state aid, environmental rights and taxes.

There will probably be some disruptions post-Brexit even if a free trade agreement covering these issues is reached. Major retailers, for instance, hope that the authorities are prepared for any increased border checks and other holdups caused by increased border regulation. (The UK imports over £14,000,000 worth of apparel and clothing accessories per day.) Last year, for instance, dozens of France-to-UK trains were cancelled as customs officers at Paris Gare du Nord carried out stringent customs checks in a simulation of what tighter border control looks like. The UK Cabinet Office did not comment for this story.

Leaving the customs union means that exporters will likely have to fill in declaration forms, which come with administrative costs - UK mid-market retailer Next estimated a cost of £150,000 per year under a no-deal scenario. This is likely to be a bigger problem for smaller exporters, since major retailers like Next that export more than £250,000 per year into the EU, already have to declare all the goods moved out of the UK. The UK Freight Transport Association has reportedly requested information from the government on how it plans to deal with a perceived shortage in customs experts in the UK.

"We hope the UK Government and the European Commission will adopt a pragmatic approach on the future regulatory relationship, in particular on customs processes," says William Bain, trade policy advisor at the British Retail Consortium. "This could also include sector-specific implementation periods to allow businesses to apply as-yet-unknown changes affecting IT, staffing, taxation and compliance systems."

This is not likely to be existential for larger retailers both mainstream and luxury, although Burberry have warned in the past that higher inventory levels will be needed to mitigate for delayed delivery times in a situation where there are border checks. Small and medium enterprises with lower margins are much more at risk, however.

There is also the side question of what happens to Britain's existing trade deals with other third-party countries. While many nations have agreed to extend the terms to Britain, a deal with Turkey - a significant import market for British fashion - will not be signed for exit day. The Eurasian country, which exports £1.4 billion of clothing to the UK, is in a customs union with the EU and a straight-forward rollover is not possible given the rules of that agreement.

Regulatory alignment

Another area for concern is divergence on regulation and standards, says Dirk Vantyghem, director general of Euratex, which represents European fashion retailers and manufacturers in Brussels. UK Chancellor Sajid Javid has sent mixed messages on this issue, telling the Financial Times to expect the UK to make its own rules before watering down these comments down after a backlash from British businesses.

All goods manufactured in the UK and sold in the EU will need to comply with the regulatory standards of the latter - and vice versa. But Vantyghem worries that the UK, whose government has pledged to be a rule-maker, not a rule-taker post-Brexit, will not put the necessary protections in place to ensure that EU standards are properly matched. However, he adds that the statements of EU representatives thus far gives him confidence that single market rules will be protected.

An even more challenging question may be around "rules-of-origin". The measure determines if enough of a good has been made in a country that it qualifies for preferential tariff rates. With products like clothing, where the supply chain stretches across multiple countries, this can be difficult and expensive to prove. Indeed, suppliers of certain goods from Norway, which is part of the EU single market, but not the customs union, often pay tariffs instead of going through the rigmarole of proving the economic origin of their goods.

The EU is currently part of the Pan-Euromed Convention, along with a number of nearby countries such as Tunisia, Morocco and Turkey. This agreement allows for a textile product to be designated as originating from a country within the zone if two significant manufacturing processes happen there like yarn being turned into fabrics and then cut into a garment.

The UKFT's Mansell has been lobbying the British government to push for more flexibility on these rules in any new free trade agreement with the EU. (Britain's largest textile and clothing supplier is China.) One possible change could be stipulating for single transformation, which would mean just one production process, such as tailoring material into a suit, would be needed. Fashion firms such as H&M, which sources significantly from non-EU countries, are enthusiastic about the potential for a more liberal approach when it comes to trade.

"We encourage the UK to conclude ambitious free trade deals, mirroring EU Free Trade Agreements, preferably with even more flexible trading rules. We certainly also see opportunities arising, with the possibility of the UK concluding trade deals with key players in the textile industry with which the UK/EU has no solid agreement as of today," says a spokesperson for H&M.

Vantyghem, by contrast, is concerned that the EU negotiating different rules of origin with the UK could give it an unfair advantage on textile industries based in other EU countries. Fashion firms that are dependent on European products for their manufacturing processes are also wary of the potential for added tariffs. "UK businesses should not be required to pay duties on raw material and components sourced from within the EU. Without this, we are in no doubt that there would be an impact on the prices we offer our customers," says Mulberry CEO Thierry Andretta.

The luxury industry is also particularly concerned about the prospect of losing some intellectual property protection over their designs. The British government has not announced which elements of the comprehensive EU legislation covering the issue are going to be transposed into UK law. Without these added safeguards, brands may be hesitant to show at London Fashion Week.

Workforce issues

Who gets to work in the UK and the EU is not distinctly a trade issue. But it is a major point of contention for the fashion industry going forward. The British government has pledged to end freedom of movement and introduce a new migration system; British subjects will also lose their right to work and live in the EU freely.

Tamara Cincik, the founder and CEO of lobbying group Fashion Roundtable, says that the fashion manufacturing sector in the UK is currently at capacity due to a shortage of garment workers. A survey of 50 UK manufacturers conducted by the organisation indicated that 80 per cent had unfilled vacancies and more than three quarters doubted there was sufficient domestic skill and interest from UK workers to fill the gap. (Many Brexiters say that EU migrants have depressed wages for British workers, and vacancies will be filled if companies pay higher salaries.)

This has led to industry fears of a skills shortage if the government goes ahead with its desire to impose a new points-based immigration system as soon as the transition period ends. Both Fashion Roundtable and the UKFT have expressed willingness to work with the government on upskilling the domestic workforce, but there are concerns about the readiness of the industry to adapt to the changes in the short-term. For Cincik, not updating the rules to accurately reflect the needs of the sector also risks undermining a potential growth in UK textiles manufacturing post-Brexit. (The government's independent advisory body on migration has recommended that the minimum salary for migrants with a job offer should be lowered from £30,000 to £25,600.)

Mansell also called for clarity on the freedom of movement of goods-not-for-sale like samples. Historically, fashion firms have been able to load up their products into a suitcase and take them on the Eurostar to trade shows. If the UK mirrors the rules of other third-party countries, these will now likely be subject to the ATA Carnet or "passport for goods" system. "How is the government going to make it accessible to show our products?" Mansell says.

This also presents another challenge for London Fashion Week and the British Fashion Council. If models, creatives and extra garments cannot be sourced at short notice, then it becomes a less favourable environment for luxury brands to be a part of. Caroline Rush, CEO of the British Fashion Council says: "We continue to have a dialogue with government, focusing our efforts on issues raised by the businesses we work with such as access to talent, tariffs and intellectual property."

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More on this topic: What fashion retailers know about you Are Middle Eastern shoppers falling out of love with Europe? Prestige beauty battle heats up with L'Oréal-Prada deal

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Brexit is here. What's next for fashion?

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UK and European Union fashion firms want clarity on tariffs, migration and regulation from the upcoming trade negotiations. Key takeaways: The fashion sector in the UK, built on duty-free access to the EU, is facing the risk of export tariffs into its biggest trading partner from 2021 onward.

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London Fashion Week street style | Source: Getty Images

By Bloomberg September 2, 2019 11:54

LONDON, United Kingdom - A no-deal Brexit would cost the UK fashion industry as much as £900 million ($1.1 billion) because of tariffs, and other expenses could raise the figure even higher, a trade group said.

A switch to World Trade Organisation rules along with tighter controls on international shipping have the potential to hamstring the UK industry, the British Fashion Council said Monday in a statement. The council is asking for stimulus funding to ensure that British fashion remains competitive internationally after the country leaves the European Union.

Fashion contributes about £32 billion annually to the British economy, according to trade group figures, while employing some 890,000 people. As an industry that relies on export revenues, a global supply chain and an international talent pool, UK fashion faces numerous challenges if the country leaves the EU without a deal at the end of October.

"We urge the government to seek a deal with the EU that would guarantee the healthy and steady growth of the fashion industry," the trade group said.

Designers preparing to show spring collections to buyers and press during London Fashion Week beginning September 13 have little clarity on how they're going to face down challenges like higher prices due to tariffs and logistical issues like transporting samples and components between the UK and continental Europe.

Fashion is hardly the only industry to be hit by Brexit concerns. UK manufacturing output fell at the fastest rate in more than seven years in August, IHS Markit reported Monday.
By Robert Williams; editors: Eric Pfanner and John Lauerman.

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No-Deal Brexit May Cost the British Fashion Industry $1 Billion

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London Fashion Week street style | Source: Getty Images By Bloomberg September 2, 2019 11:54 LONDON, United Kingdom - A no-deal Brexit would cost the UK fashion industry as much as £900 million ($1.1 billion) because of tariffs, and other expenses could raise the figure even higher, a trade group said.

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This article explained how brexit could cause major delays for fashion companies when getting products delivered or sending deliveries. This was a very interesting and helpful article to read because it explains how much of a threat these delays could be to fashion companies as it can cause late orders which causes launches to be delayed and customers not being satisfied. This was another article that I found that helped me with my PEST anaylsis for Urban Outfitters. This is a political issue that I need to consier when creating my range and critical path as I need to leave enough time for my range to be produced and reach stores on time.
'Delays of only half an hour at UK ports and the Irish border would risk one in 10 British firms going bankrupt'

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Delays of only half an hour at UK ports and the Irish border would risk one in 10 British firms going bankrupt, according to a report laying bare the severe risk to the economy from no-deal Brexit.

According to the Chartered Institute of Procurement and Supply (CIPS), failure to reach a deal with Brussels before March could trigger massive queues of trucks at British borders from a vast increase in paperwork and checks to clear customs.

From a survey of more than 1,300 UK and EU-based supply chain managers, the personnel responsible for navigating customs controls for their companies, a tenth at UK firms said it would risk bankruptcy if goods were delayed by between 10 and 30 minutes at the border.

The warning comes amid the increasing likelihood of Britain crashing out of the EU without a deal in little more than six months time, after Theresa May failed to win support for her Brexit plan from European leaders and said both sides had reached an impasse.

Several major UK firms have warned of the risks from tougher border controls, including the retail chain Next, and carmakers such as Honda and Jaguar Land Rover who rely on thousands of parts arriving from the EU each day.

JLR has cut staff working hours, while Honda has said a no-deal Brexit could add 60,000 extra pieces of paperwork for imports and exports to the UK while costing the firm tens of millions of pounds.

"It's such a potential car crash," said John Glen, economist at CIPS, adding: "Common sense has got to prevail. We need to have a two-year transition period and to get something sorted out during that. The idea of day-one no-deal is just crazy."

The CIPS survey also found almost a quarter of British businesses are planning to stockpile goods for fear of border delays and shortages of goods, while 4% are already starting to do so.

Economists have warned tougher border controls, import tariffs and other barriers to trade in the event of no-deal Brexit would have severe consequences for the economy, with one consultancy estimating the cost at around £1bn per year.

Researchers at Imperial College London estimate just two extra minutes of checks could more than triple the existing queues at ports, potentially leading to motorway tailbacks in Kent up to 29 miles long.

Leading Brexiters have dismissed the warnings as scaremongering and urged walking away from negotiations without a deal and striking free trade agreements around the world instead.

Ministers have also attempted to downplay the concerns by suggesting they could relax efforts to collect border taxes to maintain the free movement of imports and exports in the event of no-deal.

Disruption would be costliest around the port of Dover, where about 17% of the UK's entire trade in goods worth up to £122bn was handled last year. Alongside the Eurotunnel rail link at Folkestone, more than 4m trucks are processed around this part of south-east England each year.

There are precedents for disruption, including Operation Stack on the M20, which forced trucks to a standstill in 2015 amid tunnel fires and industrial action in Calais. Typically used for a few days each year, it had a lengthier impact three years ago when 7,000 trucks were stranded, taking 36 hours to work their way through.

Some food products did not make it to market because they went off in the queue, while others arrived so late that there were late penalties. Rolls-Royce was forced to delay its production line when goods did not arrive in time.
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Customs delays of 30 minutes will bankrupt one in 10 firms, say bosses

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Delays of only half an hour at UK ports and the Irish border would risk one in 10 British firms going bankrupt, according to a report laying bare the severe risk to the economy from no-deal Brexit.

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Coronavirus is also a huge current political issue that I researched in order to complete my PEST as it has effected the fashion industry massively in a very negative way. This article was very helpful for me as I was able to get a lot of information about the key points of the fashion industry that have been most effected by the coronavirus and research this further for my PEST analysis. I thought about how it could effect Urban Outfitters as a brand, its consumers, profit and its success as a brand in general.
'clothing sales plummeted by 34% in March 2020 as much of the world's population is currently unable to travel abroad or even socialise amid lockdown restrictions.'

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Normally, at this time of year, many of us would be curating our perfect summer wardrobe as we prepare for sunny weather and foreign holidays.

The fashion industry has been negatively impacted by the coronavirus outbreak on every imaginable level; production has ceased, retailers have closed, demand has plummeted.

"This is an industry which is still almost entirely dependent oh physical retail. More than 80% of transactions in the fashion industry still happen in physical stores.

"Added to that, many consumers simply aren't interested in buying clothes right now. There's so much focus on purchasing essential items to survive during the lockdown and I think everyone's minds have naturally been focused on that. So fashion just becomes an after-thought, or no thought at all in that kind of context."

With sales so low, there are questions about what will happen to the existing stock of clothes building up in stores and warehouses.

In an effort to maintain some income, many high street retailers are selling anything they're able to at significantly discounted prices online.

It's likely more brands and retailers will offer discounts as time goes on, Amed notes, which will damage profit margins, but he is hopeful that the fashion calendar being out of sync won't be as big an issue as many fear.

"We always have to remember there are two hemispheres in the world, so when it's summer in one place it's winter in another," he says. "And I think there are creative ways we could think of to redistribute those collections.

"But as for clothing going out of style, there are just so many different kinds of trends and aesthetics now that I think the idea of things being in or out of style is less marked now than it was maybe 10 or 15 years ago.

"I've actually heard of some designers who are saying, 'the collection I showed for spring/summer 2020, we're just going to sell that in spring/summer 2021'. That won't be a solution that works for every brand, but I think getting through this situation is going to require some real lateral thinking and creativity."

With sales currently low, many brands have suspended advertising - although some continue to use social media influencers to promote products.

Emily Canham, who has more than 700,000 Instagram followers, regularly promotes services and products including health foods, make-up, streaming services, holidays and clothes.

"For me right now it's really about listening to my followers about what feels appropriate," Canham tells BBC News. Some of her recent posts have been reflective of her current lifestyle under lockdown - not always necessarily promoting something.

She adds: "My followers generally wear what makes them feel great and powerful rather than adhering to traditional seasonal trends. It's about how you wear it, not what season it's worn in."

As things stand, it's not clear whether September's Fashion Weeks will go ahead in London, Paris, New York and Milan, and if so what form they may take - designers could potentially broadcast fashion shows online if social distancing measures are still in place, for example.

But even once the coronavirus pandemic has settled somewhat, however long that may take, there are questions about what the fashion industry will look like.

"I think it's an opportunity for all of us to look at our industry and to look at our lives, and to rethink our values, and to really think about the waste, and the amount of money, and consumption, and excess that we have all indulged in and how we really need to rethink what this industry stands for."

The fashion industry is hugely polluting, producing about 1.2 billion tonnes of carbon emissions per year - and for some time has been under huge pressure to become more sustainable.

Dame Anna said the industry will need to "slow down" so that people can "enjoy it much more" without always looking for the next new thing.

"The conversation about sustainability and the fashion industry has been going on for a long time now, so this is not a new conversation, but I do think this situation is a great accelerator," Amed says.

"It's going to accelerate the fashion industry's engagement with digital technology, and its desire to rethink the fashion calendar, but it will also accelerate the approach to sustainability and building responsible businesses. That means using supply chains that are creating clothing in a circular way and take into account the impact on the planet and the people who make our clothes."

With regards to the current build-up of inventory, he adds: "There was a time when certain companies and brands would destroy products but that's become a practice which is frowned upon now."

At a time when sustainability and financial restraints are at the forefront of people's minds, the launch of the latest series of The Great British Sewing Bee on BBC One could hardly have been more appropriate.

Like The Repair Shop, it provides practical tips and encourages creativity and craft at home - an antidote to a culture of binning something and buying a new one.

The fashion industry, which was generating $2.5 trillion (£2.02 trillion) in global annual revenues before the pandemic hit, will be hoping consumers' appetite for designer clothes returns when lockdown restrictions ease. But that could be some way off yet.

"We're going to see a wave of insolvencies and bankruptcies as the year continues," Amed says. "This is the largest crisis that the modern industry has ever faced."

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Coronavirus: Why the fashion industry faces an 'existential crisis'

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Normally, at this time of year, many of us would be curating our perfect summer wardrobe as we prepare for sunny weather and foreign holidays. The fashion industry has been negatively impacted by the coronavirus outbreak on every imaginable level; production has ceased, retailers have closed, demand has plummeted.

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A major economical issue that I identified was target audience. Urban Outfitters' target audience are mainly between the ages of 18 and 25 and from reading recent news articles in relation to the current pandemic it was clear to see that this could be a potential issue for Urban Outfitters. People under 25 are expected to face unemployment due to the recent pandemic and so I felt this was a relevant topic to research into for my PEST and see how it can potentially effect Urban Outfitters and their success. This article explains the threat that under 25's face and current unemployment levels.

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School leavers could be worst hit by the economic impact of the coronavirus crisis, a new study has warned.

Youth unemployment in the UK could rise by 640,000 this year - taking the total above one million, a report from the Resolution Foundation think tank found.

It said school leavers were hardest hit by recessions and it called for more support to prevent "years of reduced pay and limited job prospects".

The government says it has launched a targeted campaign for job-seekers.

The report, called Class of 2020 and funded by the Nuffield Foundation, looked at how previous recessions had affected young people, and how the current lockdown measures could affect them in the future.

It said more than one in three school leavers and one in five graduates normally found their first job after education in sectors hardest hit by the lockdown, such as cafes, bars and retail.

And it warned that apprenticeship schemes could soon dry up, as companies counted the cost of the crisis.

Currently, about 408,000 people aged 18-24 are currently unemployed, latest official figures show.

The report called for a package of support to help under-25s, including:

New job guarantee schemes, with the government covering young people's wages

Schools, colleges and universities offering an extra six months of learning

Maintenance support and short-term loans to help people continue learning or training

There are 800,000 young people who will emerge from school or university in the next few months.

The danger that many or most of them don't find work, with all the harmful consequences that that brings - economic, social and human - is real.

The government could act fast to support young people either to stay in education - for example by funding short vocational courses - or to help them find work.

In 2009, when the threat of similarly high youth unemployment loomed, the government created the Future Jobs Fund, which paid employers a wage subsidy to take on young people.

That's better than paying benefits not to work - and studies later found participants were much more likely than others to be in unsubsidised employment.

As the Resolution Foundation points out, something similar needs to happen now, urgently, to ensure this current crisis doesn't blight hundreds of thousands of young lives.

Kathleen Henehan, research and policy analyst at the think tank, said the 800,000 young people set to leave education this year face "huge immediate unemployment risks, and longer-term damage".

She added: "The corona class of 2020 could face years of reduced pay and limited job prospects, long after the current economic storm has passed, unless the government provides additional support - and fast."

Meanwhile, in a separate report, the Association of Colleges predicted that half of this year's school and college leavers - around 100,000 16 to 25-year-olds - would struggle to find "meaningful employment" as a result of Covid-19.

It also warned there would be fewer jobs and apprenticeships for this year's school and college leavers.

In response, the government said it was "doing everything we can" to protect the economy and ensure young people have options after they leave education.

It pointed to the £20bn in aid and £330bn in loans it had offered to businesses to help them through the crisis, as well its "targeted employment campaign" and new online Skills Toolkit.

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Coronavirus: One million under-25s face unemployment, study warns

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School leavers could be worst hit by the economic impact of the coronavirus crisis, a new study has warned. Youth unemployment in the UK could rise by 640,000 this year - taking the total above one million, a report from the Resolution Foundation think tank found.

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As I knew I wanted to work on a kids range, I began by reading different articles on kids and baby fashion to look for initial inspiration. As my brief is to create a concept for A/W 21, I filtered my search to this category and this was the first article I decided to read. This article was very intriguing and gave me lots of initial inspiration and ideas about what is trending within the kids fashion market. This article inlcudes key colour trends, CADs and influences. This article was mainly aimed at kids vintage which I felt was a great as Urban Outfitters sell quite a few vintage-style pieces already. It gave me intial inspiration on pontential colours and CADs to inlcude in my range that are predicted to be popular in A/W 21.

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The next couple of articles on articles I read from WGSN on Kids style trend concepts for A/W 21-22. As I knew I wanted to create a Kids range for Urban Outfiters inspired by a predicted trend for A/W 21, the best idea was to find articles with predicted trends for kids and pick one which inpsired me the most and which was relatable to Urban Outfitters. From looking at these articles, I was overwhelmed with ideas of different trends that could inpsire my Kids range at Urban Outfitters. I knew that i wanted to produce a fun and exciting range for kids that represented the colourful and abstract brand that Urban Outfitters are. I wanted to create a range that helped kids feel confident in what they wore and excited to wear the Urban Outfitters range, so when I saw the trend of 'Joyful Expression' it felt like the perfect trend and phrase to have inspire my range. Urban Outfitters is a very expressive and abstract brand, therefore this is the perfect trend for my project and range for kids and these next couple of articles were a major help for me in deciding what trend I wanted to focus my range on and what popular trends were predicted for kids for A/W 21. By choosing a predicted trend from WGSN it means that my Kids range is likely to be popular within that fashion target market and sell well at Urban Outfitters.

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This is Urban Outfitters website. I felt this was a useful way to start my brand research as I was able to get an overview of their prices, the types of products they sell etc. I was also able to compare their website to it's competitors and see how they were doing against them.

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Your browser does not have JS enabled, you are still able to browse the website but you won't be able to access advanced features such as editing or logging in.

All of our favorite things, from dresses & denim to skirts, loungewear & more. Always new & all for you.

The best basics, exclusive collabs, sneakers, graphics & all the brands you need to know.

So many ways to make your small space special with bedding, décor, furniture (for inside and outside!) & more.

About UO

Urban Outfitters is a lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada and Europe, offering experiential retail environments and a well-curated mix of on-trend women's and men's clothes, from boho dresses, denim and graphics to shoes, hats, and backpacks, as well as beauty, intimates, swim and a collection of handpicked vintage clothing. Urban Outfitters also carries everything you need to decorate your small space, apartment or dorm, with a UO Home collection that includes bedding, tapestries, rugs, shower curtains and furniture. Our Music + Tech collection is a go-to destination for vinyl, record players and tech accessories. Visit our stores, where all are welcome and there's always something new to see, or shop online at UrbanOutfitters.com and get free shipping on qualifying US orders. For special offers, one-of-a-kind prizes and more, download the UO app and join UO Rewards! Want to be part of the conversation? Follow, share and shop @UrbanOutfitters.

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Always open, always awesome. Clothing, accessories and apartment items for men and women.

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This is another article that I read and identified as an economical issue that could potentially effect Urban Outfitters. The strength of the pound is an ongoing economical issue for many industries within the UK and this article allowed me to indentify it further within my PEST analysis.

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Most people only think about exchange rates when they're about to go on holiday.

But changes in a currency's value have far-reaching implications that stretch beyond the cost of travel. They can affect investing, job creation, the rate of inflation and the value of your savings.

In June 2016, the pound fell abruptly, by around 10%, immediately after the result of the UK's referendum on membership of the EU: one of the more graphic demonstrations of how a currency's value is vulnerable to external influences.

But there are winners and losers whatever direction the currency takes. Here we run through the factors dictating a currency's value, and who benefits from a strong or weak pound.

What affects a currency's value?

Interest rates

Money is traded on international foreign exchange markets by speculators and investors, and as in any market, an asset's value is determined by the laws of supply and demand. In this context, countries' interest rates are arguably the most influential factor in driving demand.

This is because international investors are looking for good returns on their money.

If the UK's interest rate is higher than in other countries, the returns on investments, such as UK bonds and gilts, will be attractive in comparison. That means there is a strong correlation between the Bank of England base rate and the returns paid on various investment products.

Investors must buy UK assets with pounds. As more investors buy more pounds to buy these assets, demand increases, and the value of sterling rises in turn.

UK economic strength

Currency investors like to invest in solid, growing economies, since the value of the currency will be more stable than in smaller, less established markets. However, this also increases the allure of relatively high or rising interest rates, since rates are most likely to rise when an economy is expanding.

Earlier in the year, the Bank of England was the only major central bank in the world to be talking about hiking rates. That helped the pound surge in the first half of 2019. Indeed, for much of the year it was the best-performing currency among developed economies.

More recently, however, political deadlock and the increasing likelihood of a no-deal Brexit have sent currency markets reeling, and the pound recently hit a two-year low.

Winners

It is not all bad news, though.

A weaker pound is good news for UK exporters, because their goods become cheaper to overseas buyers - which is also beneficial to the domestic hospitality industry.

Also, investors may well have noticed that when the pound weakens, the FTSE100 index tends to rise. This is because around 70% of the FTSE100's revenues come from overseas, with a large proportion of that denominated in US dollars.

When the pound falls in value, those dollar earnings buy more pounds when exchanged back into sterling, making those revenues more valuable.

Losers

However, a weak pound is damaging for UK importers and manufacturers with supply chains overseas as the purchasing power of their pounds is reduced.

It also tends to push up inflation, as the UK imports more than it exports. So, a weaker pound will make goods more expensive for both companies and consumers

Anyone on a fixed income, like many pensioners or workers who have not had a pay rise in several years, will be hit hard because inflation will eat into the purchasing power of their income, effectively making them poorer.

Under some Brexit scenarios, a rate cut could be as likely as a hike; as we have seen, the ramifications of either will be impactful and wide-ranging.

However, whether or not currency volatility is driven by economic or political considerations, it is possible to literally price it into investment decisions. The ever-shifting situation creates opportunities for savvy investors: opportunities the investment managers at Brewin Dolphin are seasoned at spotting and incorporating into their investment strategies.
The value of investments can fall and you may get back less than you invested. Past performance is not a guide to future performance. The information contained in this document is believed to be reliable and accurate, but without further investigation cannot be warranted as to accuracy or completeness. If you invest in currencies other than your own, fluctuations in currency value will mean that the value of your investment will move independently of the underlying asset.

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How a weaker pound impacts the UK economy and your investments | Brewin Dolphin

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Most people only think about exchange rates when they're about to go on holiday. But changes in a currency's value have far-reaching implications that stretch beyond the cost of travel. They can affect investing, job creation, the rate of inflation and the value of your savings.

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This is an article about the current change in shopping habits in the UK. This helped me when writing my social points in my PEST evaluation. I felt it was important to review how frequently changing shopping habits could effect Urban Outfitters as it is important that retail companies keep up with what their consumers want. This will allow the brand to stay relevant and popular. For example, sustainability is becoming more and more popular and is predicted to be the 'biggest fashion trend' in the future and therefore it is important to include it in my range aimed at kids.

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The changing shopping habits of UK consumers - Business Reporter

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Up to 17.2 million UK consumers are expected to make permanent changes to their shopping habits in the wake of the COVID-19 pandemic.

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Below are some screenshots that I took from an article I read about the use of technology and social media throughout different generations. This was very helpful when writing the technological section of my PEST evaluation as it helped me to learn about how technology and social media has evolved and who uses it the most to date. I was then able to think and review how this would effect Urban Outfitters in the future. For example, my collection is aimed at kids and as we all know, social media is ever-growing and therefore Urban Outfitters need to stay relevant online for when their future generation shoppers are using it.
'As of October 2020, it was found that 13.9 percent of global active Instagram users were between the ages of 18 and 24'

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30/11/20 - Planning for primary research.                                    - Create plan for comp shop
- Visit two Urban Outfitters stores and two competitors who already have kids ranges. Take pictures of store layout, products, prices, care labels etc.
- Create survey to identify customer profile
- Use websites such as Acorn, Global Data, Google and UK tribes to research customer profile.
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To do:
- PEST
- Sourcing strategy
- Critical Path
- Packaging and Labels
- Trends
- Gen Z profiling research
- Brand research and summary
Initial Websites and reports to look at:
- WGSN Predicted Trends A/W 21/22
- WGSN kids trends

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Before beginning my INP, I created an action plan of what I wanted to complete each week for the 9 weeks. This allowed me to have a structured idea and plan of where I needed to start and where I should be upto each week. At the beginning, this was obviously a rough idea as I did not know exactly what I wanted to include in my project and so I changed it slightly throughout to match what I was actually going to include. Changing it throughout also allowed me to make sure I was on track and sticking to my plan correctly. I enjoy working in an organised way and therefore this was extremely helpful for me. Also, if there were some weeks where I wasnt able to complete everything I aimed to, I made sure to alter the plan to ensure I knew what I had left to do the following week.

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Weekly Planner - Below is a copy of my weekly planner which I referred back to daily when completing my project. I actually managed to complete a few parts of my project earlier than planned which shows my progression throughout the project. I found this plan extremely helpful when completing my project as it created a less stressful environment and I knew what needed to be completed each week. This also allowed me to only focus on one section of the project rather than confusing myself. Without planning before beginning my project I think I would have struggled. However, this allowed me to work in an organised way and know where I was at and when.

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Below is a screenshot of #joyfulexpression on the WGSN feed. This is the trend that I decided to use for my kids range that I will be producing for Urban Outfitters. I wanted to create a range that would make kids feel confident and creative. I wanted my range to be fun and exciting and felt that this was the perfect trend to get my message across. I also think it fits in perfectly with Urban Outfitters brand image as they are a very creative brand who sell expressive and unique clothing.

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Below are a couple of articles that I read in order to gain inspiration for my kids range at Urban Outfitters (more details under range plan and inspiration section). After researching predicted trends for kids and trends in general for A/W 21 I decided to choose the trend 'Joyful Expression' to inspire my range. These articles were very helpful in making my decision and allowed me to gain thorough information of what colours are trending for kids at the moment and predicted to be trending in A/W 21, what sillouhettes and CADs are trending and what key patterns and influences. These articles gave me lots of inspiration for my project. Once i had decided on my concept and trend I was then able to begin my INP which started with my introduction and executive summary.

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My concept is to create a kids range for Urban Outfitters inspired by Joyful Expression. I felt there was a gap in the market for a kids range at Urban outfitters as it is something they have not done before but some of their competitors have. I also felt that the trend was very fitting with their brand and their style. Below is a screenshot of the '#joyfulexpression' from WGSN which gives a nice description of the trend and what it can inpsire people to do.

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Once I had decided on my concept and trend, I was then able to write the introduction to my project. Here I inlcuded my concept and trend and my thought process behind it; why it will be successful, why it fits in with their brand image etc. I also made sure to state when my range will be for (A/W 21 as stated by the brief. The introduction was important to me as I wanted to clearly get my aims across at the beginning of my project to make it clear to the viewer what it is im creating and what the concept is.

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In my executive summary I felt it was important to cover what my concept is and why I thought Urban Outfitters would benefit from it. For example, as they are quite a modern brand who are active on social media it will give them fresh and exciting content to post. It will also show that Urban Outfitters are keeping up with the times and their competitors such as River Island and H&M who already have kids ranges. The collection will also continue the brands excellent reputation as they will be offering a range to make kids feel confident and happy in what they wear. My range will include sustainable fabrics and packaging as many young people today choose to shop with more sustainable brands. I also decided to source from either Turkey or China as these are countries that Urban Outfitters usually source from.
The planned turnover for this collection is £258,428 over a 9 week period across 28 UK stores. I predict the best sellers within this range to be coats category which include the Patchwork Crafted Puffer Jacket which up +38.1% YOY and the jumpers category which includes the cardigan which is up +12 YOY. Both of these together have a planned combined turnover of  £100,252. I think the range will be successful in bringing Urban Outfitters a profit and a new demographic of consumers.

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I felt it was important to create a range with sustainable products involved in it and shipped in sustainable packaging. This is because Urban Outfitters have a fairly young audience and sustainability is becoming a higher demand from young people shopping for fashion products. I felt that if I included sustainability measures in my range it would be more popular. This article outlines the importance of sustainability in retail and the key trends in sustainability in the UK. This was a very helpful resource for me as I wanted to gain an understanding of what was trending within the retail market in regards to sustainability and apply it to my range in order to satisfy the target audience. This report also has surveyed results from members of the public and retail consumers regarding sustainability which was helpful in gaining an understanding of how customers feel on the topic. I was then able to carry out my project with an understanding of what consumers are looking for in regard to sustainability and how I can encorporate sustainability into my collection to benefit the brand

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"Experience-driven" consumers are seeking enjoyment beyond the physical product itself' - This report explores experience economy and what consumers are looking for when shopping. It states that they are no longer looking for just product only. This was helpful for me when completing my project as i want to create a collection that attracts the younger generation and their parents and so I know to include more than just product i.e. sustainability and shopping experience in-store.

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Below is information that URBN include on their website about Urban Outfitters. It states who and what Urban Outfitters are and what their aims are as a brand. Urban Outfitters aim to inspire customers through a unique combination of product, creativity and cultural understanding. They were founded in 1970 in a small space across the street from the University of Pennsylvania and they now operate over 200 stores in the United States, Canada and Europe They offer experiential retail environments and a mix of women’s, men’s, accessories and home product assortments. This website was extremely help when researching the brand as I was able to learn who Urban Outfitters are as a brand and what they aim to achieve and how they started up in the first place. I also felt it was important to know how many stores Urban Outfitters operate and where so that when I got to the point in my project of creating my range, I could decide where to distribute my products to.

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URBAN OUTFITTERS is a lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the Unite…

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Some other research I carried out in order to understand Urban Outfitters as a brand was to see their styles and the types of ranges they sell. Below is a screenshot of some of the ranges and styles they aim to include on their website. These include sustainable vintage ranges which is Urban Outfitters way of making old new again. Each garment they get is uncovered and sold in its original way or remade into a totally unique style that Urban Outfitters have created. They also offer BDG which is Urban Outfitters exclusive collection of denims and elevated basics which aims to give classics an original twist. Urban Outfitters is such a unique and creative brand and I felt that it was the perfect brand to have sell my 'Joyful Expression' kids range which aims to make kids feel confident and excited in what they wear.

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Below is the SWOT planning and notes I carried out whilst in the Urban Outfitters store on Oxford Street in London and also planning I carried out about potential strengths, weaknesses, opportunities and threats in general for Urban Outfitters. This was useful when it came to writing my final SWOT.

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This is an article about how coronavirus can effect the fashion industry. This was a clear threat to Urban Outfitters in store as there Oxford Street store was very quiet and not booming with customers like it normally would be. It is also a clear threat to the fashion industry in general as many companies have lost staff and money and it could cause Urban Outfitters to lose many customers and profit.

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Normally, at this time of year, many of us would be curating our perfect summer wardrobe as we prepare for sunny weather and foreign holidays.

The fashion industry has been negatively impacted by the coronavirus outbreak on every imaginable level; production has ceased, retailers have closed, demand has plummeted.

"This is an industry which is still almost entirely dependent oh physical retail. More than 80% of transactions in the fashion industry still happen in physical stores.

"Added to that, many consumers simply aren't interested in buying clothes right now. There's so much focus on purchasing essential items to survive during the lockdown and I think everyone's minds have naturally been focused on that. So fashion just becomes an after-thought, or no thought at all in that kind of context."

With sales so low, there are questions about what will happen to the existing stock of clothes building up in stores and warehouses.

In an effort to maintain some income, many high street retailers are selling anything they're able to at significantly discounted prices online.

It's likely more brands and retailers will offer discounts as time goes on, Amed notes, which will damage profit margins, but he is hopeful that the fashion calendar being out of sync won't be as big an issue as many fear.

"We always have to remember there are two hemispheres in the world, so when it's summer in one place it's winter in another," he says. "And I think there are creative ways we could think of to redistribute those collections.

"But as for clothing going out of style, there are just so many different kinds of trends and aesthetics now that I think the idea of things being in or out of style is less marked now than it was maybe 10 or 15 years ago.

"I've actually heard of some designers who are saying, 'the collection I showed for spring/summer 2020, we're just going to sell that in spring/summer 2021'. That won't be a solution that works for every brand, but I think getting through this situation is going to require some real lateral thinking and creativity."

With sales currently low, many brands have suspended advertising - although some continue to use social media influencers to promote products.

Emily Canham, who has more than 700,000 Instagram followers, regularly promotes services and products including health foods, make-up, streaming services, holidays and clothes.

"For me right now it's really about listening to my followers about what feels appropriate," Canham tells BBC News. Some of her recent posts have been reflective of her current lifestyle under lockdown - not always necessarily promoting something.

She adds: "My followers generally wear what makes them feel great and powerful rather than adhering to traditional seasonal trends. It's about how you wear it, not what season it's worn in."

As things stand, it's not clear whether September's Fashion Weeks will go ahead in London, Paris, New York and Milan, and if so what form they may take - designers could potentially broadcast fashion shows online if social distancing measures are still in place, for example.

But even once the coronavirus pandemic has settled somewhat, however long that may take, there are questions about what the fashion industry will look like.

"I think it's an opportunity for all of us to look at our industry and to look at our lives, and to rethink our values, and to really think about the waste, and the amount of money, and consumption, and excess that we have all indulged in and how we really need to rethink what this industry stands for."

The fashion industry is hugely polluting, producing about 1.2 billion tonnes of carbon emissions per year - and for some time has been under huge pressure to become more sustainable.

Dame Anna said the industry will need to "slow down" so that people can "enjoy it much more" without always looking for the next new thing.

"The conversation about sustainability and the fashion industry has been going on for a long time now, so this is not a new conversation, but I do think this situation is a great accelerator," Amed says.

"It's going to accelerate the fashion industry's engagement with digital technology, and its desire to rethink the fashion calendar, but it will also accelerate the approach to sustainability and building responsible businesses. That means using supply chains that are creating clothing in a circular way and take into account the impact on the planet and the people who make our clothes."

With regards to the current build-up of inventory, he adds: "There was a time when certain companies and brands would destroy products but that's become a practice which is frowned upon now."

At a time when sustainability and financial restraints are at the forefront of people's minds, the launch of the latest series of The Great British Sewing Bee on BBC One could hardly have been more appropriate.

Like The Repair Shop, it provides practical tips and encourages creativity and craft at home - an antidote to a culture of binning something and buying a new one.

The fashion industry, which was generating $2.5 trillion (£2.02 trillion) in global annual revenues before the pandemic hit, will be hoping consumers' appetite for designer clothes returns when lockdown restrictions ease. But that could be some way off yet.

"We're going to see a wave of insolvencies and bankruptcies as the year continues," Amed says. "This is the largest crisis that the modern industry has ever faced."

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Coronavirus: Why the fashion industry faces an 'existential crisis'

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Normally, at this time of year, many of us would be curating our perfect summer wardrobe as we prepare for sunny weather and foreign holidays. The fashion industry has been negatively impacted by the coronavirus outbreak on every imaginable level; production has ceased, retailers have closed, demand has plummeted.

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Urban Outfitters have a section on their website where you can search for all their different store locations around the world. A strength I identified was that Urban Outfitters have many store locations globally which allows them to reach a wider target audience. By using this feature on their website I was able to see how many stores they have and where.

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Growth of ecommerce and social media - Urban Outfitters target audience are between 18 and 25 year olds and this report states that they are the biggest users of social media. Also, because of coronavirus many people are shopping online and using social media more. This creates a huge opportunity for Urban Outfitters to grow their ecommerce and social media to reach out to their target audience as effectively as possible. Also, as my target market for the collection is children and parents, growing ecommerce channels will help to reach out to parents of children and a wider target market about the new kids collection.

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Price - Urban Outfitters Products are priced fairly high priced compared to some competitors such as Pretty Little Thing and Boohoo. However their products are high quality. It could put them at a disadvantage as their main target audience are young people who may look for cheaper prices when shopping. Also, the current pandemic has put a lot of people out of work and therefore they may not shop with higher priced brands which is a weakness for Urban Outfitters as it may make customers shop elsewhere. I had a thorough browse through their website to get an overall idea of their prices.

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Your browser does not have JS enabled, you are still able to browse the website but you won't be able to access advanced features such as editing or logging in.

All of our favorite things, from dresses & denim to skirts, loungewear & more. Always new & all for you.

The best basics, exclusive collabs, sneakers, graphics & all the brands you need to know.

So many ways to make your small space special with bedding, décor, furniture (for inside and outside!) & more.

About UO

Urban Outfitters is a lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the United States, Canada and Europe, offering experiential retail environments and a well-curated mix of on-trend women's and men's clothes, from boho dresses, denim and graphics to shoes, hats, and backpacks, as well as beauty, intimates, swim and a collection of handpicked vintage clothing. Urban Outfitters also carries everything you need to decorate your small space, apartment or dorm, with a UO Home collection that includes bedding, tapestries, rugs, shower curtains and furniture. Our Music + Tech collection is a go-to destination for vinyl, record players and tech accessories. Visit our stores, where all are welcome and there's always something new to see, or shop online at UrbanOutfitters.com and get free shipping on qualifying US orders. For special offers, one-of-a-kind prizes and more, download the UO app and join UO Rewards! Want to be part of the conversation? Follow, share and shop @UrbanOutfitters.

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Always open, always awesome. Clothing, accessories and apartment items for men and women.

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This is a report on how retailers are using technology in stores. This is a potential threat to Urban Outfittes as they dont offer AR technology in stores which could put them at a disadvantage in the industry as they may be considered to not be keeping up with the times.

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Remember when augmented reality (AR) was a pie-in-the-sky idea? Even just a few years ago, AR caught our attention mostly due to its "cool factor."

Now it's becoming more of a reality, and forward-thinking retail brands are incorporating AR technology into the customer experience, both in-store and online.

Retailers are smart to adopt this technology: Almost 70% of consumers expect retailers to launch an AR app within the next six months. Despite this, nearly two-thirds of companies don't use AR at all.

However, there are many retail brands at the forefront of harnessing the power of AR and how it can enhance the brand experience. To help inspire you, we're highlighting a variety of retailers using AR to empower their customers, create a more interactive shopping experience, and help their products stand out.

Enhancing the In-Store Experience

Retailers across a number of industries have integrated AR technology into the in-store experience. It's a smart move, especially considering 61% of consumers prefer stores that offer AR experiences - and 40% of them would pay more for your product if they have the chance to experience it through AR.

Lacoste, for example, created the LCST Lacoste AR mobile app that customers could use to virtually try on shoes. The app also created AR experiences with window displays, in-store signage, and promotional postcards.

With this technology, the apparel retailer aimed to engage a younger audience. The app promoted the LCST shoe model, "the urban-savvy younger brother of Lacoste." And the investment paid off: More than 30,000 users engaged with 3D products while using the app. They quite literally put the shopping experience in the customers' hands.

American Apparel is another clothing brand that has also equipped customers with mobile app-driven experiences. They encouraged engagement with in-store signage and displays similar to the Lacoste example.

Essentially, a shopper would open the app and scan a picture of signage. The app would then pull up product details, including customer reviews, color variants, and pricing.

Another retailer instead incorporated AR into their in-store mirrors. Cosmetics brand Charlotte Tilbury took AR out of customers' hands and onto the "magic mirror" on the wall. They partnered with augmented retail solutions and software provider Holition to install AR-enabled mirrors in their store.

Charlotte Tilbury Westfield London Magic Mirror from Holition on Vimeo.

Customers would visit the store and sit in front of the mirror. The mirror would then use AR to scan the image of their face. Shoppers would then see their face with ten of the brand's iconic looks in under a minute - without physically wearing any makeup.

Apparel brands have also used AR mirrors to let customers try products on more conveniently. Timberland, for example, had a virtual fitting room created with Kinect technology. They turned this fitting room into one of the main window displays, which was a strategic move to drive more foot traffic.

Shoppers would stand in front of a camera and see a virtual version of themselves on a large screen. They could then choose different products to try on without even having to step foot in the store, let alone search for their size and go through the fitting room experience.

Topshop is another apparel brand that used Kinect to create virtual fitting rooms. They partnered with AR Door to create this experience for customers in their Moscow store.

One unexpected brand that has introduced AR to the in-store experience is Toys "R" Us. They worked with PlayFusion to create a "digital playground" through the Play Chaser app. The app isn't geared towards the shoppers who convert - it's targeted towards the end user: kids.

With the app downloaded on a mobile device, children can unlock AR-enabled activities. The mascot Geoffrey even comes to life, bringing the brand back into the experience.

Despite the retailer's financial woes, their AR initiative seems to be working. The app has more than 100,000 Google Play downloads and a 4-star rating.

Lowe's also uses AR paired with geolocation technology for their mobile app-powered in-store experience. The In-Store Navigation app, what they claim to be "the first retail application of indoor mapping using augmented reality."

Using Google Tango AR technology, Lowe's in-house product innovation lab created an app that makes the physical shopping experience easier and faster. Customers can create shopping lists in the app, which will then guide them through the store using the quickest route possible.

This isn't their first foray into AR, either. Lowe's Measured app gives users instant measurements based off images from the device's camera. This at-home AR use is an especially strategic tactic for home goods-related brands: More than half of homeowners don't proceed with a home-improvement project because they can't imagine what products will look like in their home.

Bringing the In-Store Experience to Consumers' Homes

AR has also proven an effective way to bring the in-store experience to life in a virtual sense. Rather than customers visiting your store, AR allows them to experience your products and services right in their homes.

Like Lowe's, home and lifestyle brand Magnolia Market created an app that allows customers to see how their products will look in their homes. They partnered with the AR team at Shopify to incorporate Apple's ARKit technology into their app.

Introducing this technology has enabled the brand to extend their reach, which is especially valuable considering they have a single brick-and-mortar store in Waco, Texas.

"Not everyone is able to visit us in person, but it was still important to us that the finer details of the in-store experience come through for those shopping online and on-the-go," said Stone Crandall, digital experience manager at Magnolia. "With this technology, users can see our products up-close to examine the intricacies that make them special and unique."
Read more about Magnolia Market and how AR tech is changing consumer perceptions >
Anthropologie has also used ARKit, partnering with CVLT to capture detailed, 3D images of their furniture line. They created an app that gave shoppers detailed views of furniture in different fabrics, colors, and shapes, as well as from different angles. The app was so detailed that it even gave customers peeks into what the furniture would look like with different lighting and shadows.

Another ARKit creation, IKEA Place, functions in much the same way.

Home goods aren't the only try-at-home AR experiences. Gap also plans to bring the fitting rooms home with its DressingRoom by Gap app. And Converse has already done so with its Sampler mobile app, which lets shoppers virtually try shoes on at home, easily sharing the pictures to get purchase validation from friends.

The cosmetics and beauty sector is also perfect for this AR execution. L'Oréal Paris's MakeupGenius app has been downloaded on Google Play more than a million times. With it, shoppers can virtually put makeup on images of their face. Like in real life, users can blend or mix and match different products to create their desired cosmetic look.

Sephora is also entering the arena of AR-powered cosmetic experiences. It functions a little differently than L'Oréal's - users must first upload an image of a selfie to which they can apply makeup. They're aiming to simplify the purchase process and minimize the number of steps users must take to buy.

Incorporating Augmented Reality Into Your Product

Some brands have gone as far as to incorporate AR into the actual product, enhancing not only the shopping experience but the overall brand experience too.

For example, Adidas launched a line of sneakers that unlocked an AR for customers at home. After buying the sneakers, customers would take the shoe home and hold it up to their computer's webcam so it could read the embedded code on the tongue. Customers would then find themselves in a virtual world which they could navigate through using their sneaker as a controller.

This isn't Adidas' first foray into AR either.. They've also incorporated it into their marketing campaigns and T-shirt design reveals.

An unlikely AR contender, BIC appealed to its younger customers with its BIC Kids DrawyBook. Children would color on paper, and then their drawings would come to life on a tablet through AR.

Incorporating AR into your product may require more capital due to the research and development and investment in stock. It may be a good idea to test the waters with a smaller AR initiative to make sure it resonates with your target market.

Standing Out and Building Brand Awareness

Some retailers have taken a more out-of-the-box approach to AR, using the technology to build buzz and brand awareness.

Outdoor gear brand Moosejaw introduced the technology for customers to use at home, in conjunction with their printed catalogs. Their main goal was to delight existing customers with their mobile app Sweaty & Wet. As you might imagine, the app was rather controversial: It allowed customers to scan the catalog images and see an X-ray image of models in their undergarments.

Whether you find the move tasteful or not, the app drove a quarter of a million downloads and a 37% increase in sales.

Fashion brand RIXO London also gave customers an at-home experience with AR. Considering that runway shows aren't accessible to the general population, RIXO London brought the runway show to customers' homes.

Perhaps one of the most creative examples of AR in retail is Airwalk's "invisible" pop-up shop. With geolocation and AR, Airwalk created a virtual pop-up shop to promote the limited-edition relaunch of the Airwalk Jim. Shoppers would download the AR app through which they would learn the location of the pop-up.

The Airwalk Invisible Pop Up Store from GoldRun on Vimeo.

In addition to providing consumers a unique and fun shopping experience, the pop-up resulted in $5 million in earned media, and their ecommerce store had its busiest weekend yet.

Which retail brands have you seen incorporate AR into their customer experiences? Which tactics would you like to try for your store?

More High-Tech Inspiration

AR is becoming more of a mainstay piece of technology for retailers, as you can see from many of the inspirational examples above.

Still craving high-tech inspiration? Read more about how several retailers are using virtual reality to attract customers and keep them.

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How These Retailers Use Augmented Reality to Enhance the Customer Experience

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Remember when augmented reality (AR) was a pie-in-the-sky idea? Even just a few years ago, AR caught our attention mostly due to its "cool factor." Now it's becoming more of a reality, and forward-thinking retail brands are incorporating AR technology into the customer experience, both in-store and online.

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Below is a page on the URBN website about Urban Outfitters as a brand, when they were created and what their aims are as a brand.

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URBAN OUTFITTERS is a lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the Unite…

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Outline of who Urban Outfitters are, what they aim to do as a brand and how many stores they operate.

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URBAN OUTFITTERS is a lifestyle retailer dedicated to inspiring customers through a unique combination of product, creativity and cultural understanding. Founded in 1970 in a small space across the street from the University of Pennsylvania, Urban Outfitters now operates over 200 stores in the Unite…

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'Urban Outfitters reported a decrease in their total revenue in 2020 year on year by -1.81 % whereas its competitors had a decrease  of-2.48 %, recorded in the same quarter of 2020.' which suggests that although they are suffering a loss in sales and total revenue, probably due to coronavirus, they are still ahead of it's competitors which suggests it is doing well as company in the current fashion market. This report was very helpful to see how well Urban Outfitters are doing in the current market against it's competitors in terms of success and profit. As we are all aware, it is difficult times during the pandemic for many businesses and many are out of business and so Urban Outfitters are still doing quite well to still be above most of it's competitors.

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Urban Outfitters Inc Comparisons to its Competitors, Market share and Competitiveness by Segment - CSIMarket

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Urban Outfitters Inc's competitive profile, comparisons of quarterly results to its competitors, by sales, income, profitability, market share by products and services - CSIMarket

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I decided to research on each of Urban Outfitters main competitors within the current fashion market. These brands inlcuded All Saints, Topshop, Zara, ASOS, River Island, Boohoo, Pretty Little Thing and Primark. These are the main companies in competition with Urban Outfitters at the moment and the companies that are popular within the fashion market currently. I decided to pick a product (blue mom jeans) and search it on each of the brands websites to see the price. This made it a lot easier when creating my current market position graph to show where Urban Outfitters stands against its competitors in terms of price and fashionability. I found that All Saints had the most expensive prices for the jeans on average and Primark the lowest. Below is the notes I took from each of the brands websites in order to help me plan and create my graph.

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Global Data - Urban Outfitters Retail Viewpoint Q1 results, for the period ended 30 April 2020

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Global Data - Urban Outfitters Retail Viewpoint Q1 results, for the period ended 30 April 2020

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Urban Outfitters 2020 report for the period ended 30 April 2020. This report covers problems that Urban Outfitters have faced this year during the current pandemic and within the fashion industry in general. This was also helpful when creating my brand summary and current market position as it gave me athorough understanding of the problems Urban Outfitters have had to face, how well they are currently doing and it also included many statistics.

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Below are screenshots I have taken from a Global Data report for Urban Outfitters. This report outlines a general overview of Urban Outfitters, who they are, where they operate and what they sell. This report also talks about the statistics and revenue that Urban Outfitters have earned. This report was helpful when researching Urban Outfitters and completing my brand summary and market position research as it taught me about how well Urban Outfitters are doing financially and compares it to previous years.

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Below is a screeshot from a Global Data report on Urban Outfitters revenue. The graph shows Urban Outfitters total revenue and net income from 2015-2020. This report was again, helpful when writing my brand summary and current market position as it allowed me to see how successful Urban Outfitters currently are in the current market.

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This report outlines where Urban Outfitters as a brand and URBN were successful and where they were unsuccessful. It is the annual report for 2020 that covers their main KPI's, aims for future years and successes throughout the year.

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This report is all about Urban Outfitters history, from where they began to where they are now. This outlines the success the company has had and how far they have come since they began. This was very useful when writing a brand summary and made my decision very easy when choosing to use them to create my kids range for as they have been a very sucessful copany and are still continuing to grow into a more popular brand. This report is very interesting as it starts right back when the first store was created, all the way through to 2019 and it covers many campaigns that they have done and rewards won. I think that Urban Outfitters ongoing success is one of the many reasons they continue to thrive in the fashion market and do well against it's competitors.

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The year was 1970. Dick Hayne was just 23 years old when he, college roommate Scott Belair, and Judy Wicks came up with the idea to open a retail store. Belair was in search of a topic for an entrepreneurial class he was taking at the time. The first store, originally called Free People, was located in a small space across the street from the University of Pennsylvania. Its mission was to provide second-hand clothing, furniture, jewelry and home décor for college-aged customers in a casual fun environment.

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Urban Outfitters - Popville Washington DC News Article

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Urban Outfitters - Popville Washington DC News Article

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This is an article about Urban Outfitters closing their store in Chinatown. This is due to the decrease in income and profit, probably due to the current pandemic that has meant many fashion companies are struggling. I felt this was important to read when completing my brand summary and current market position research because it may mean that Urban Outfitters are no longer doing as well as they used to be against some of it's competitors which has resulted in them having to close stores.

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737 7th Street, NW via Urban Outfitters

Thanks to 'things' for the heads up: "wtfff why is everything in Chinatown closing?"

A call to Urban Outfitters confirms that the Chinatown closing is indeed permanent. They do note that the one in Georgetown ( 3111 M Street, NW) remains open.

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Urban Outfitters has permanently closed in Chinatown

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737 7th Street, NW via Urban Outfitters Thanks to 'things' for the heads up: "wtfff why is everything in Chinatown closing?" A call to Urban Outfitters confirms that the Chinatown closing is indeed permanent. They do note that the one in Georgetown (3111 M Street, NW) remains open.

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29/12/20
So far, I have managed to stick to my planning and complete the stages I planned to have completed. I am thoroughly enjoying the project so far and the concept i have decided to create. So far, I have been carrying out my initial research which has inlcuded researching the brand as a whole inlcuding what they sell, where there stores are located, what they sell etc. My initial research has also included research my brands competitors, especially the ones who already sell kids ranges as that is what I have decided to create for Urban Outfitters. I have also been researching current and predicted trends for A/W and decided to have my range inspired by 'Joyful Expression. I also successfully completed my business plan and proposal and confidently began my project. So far I have stuck to my business plan and completed the introduction, brand and executive summary, whilst continuing to add to my bibliography. I am excited to continue this project and see where it goes and I am excited to begin creating the range. I also carried out my comp shop research by visiting different stores of Urban Outfitters competitors and also Urban Outfitters stores to see the prices, quality, fashionability, atmosphere etc. of Urban Outfitters competitors compared to their own brand which I will then use to complete my comp shop slides.

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8/1/21
I am currently at the point in my project where I feel confident in moving forward to begin creating my range on Photoshop. I have completed my PEST and SWOT analysis by doing thorough research and considering how and why certain factors could effect Urban Outfitters. I have also completed my customer profiling where I also created a survey for customers of Urban Outfitters to complete which gave me a better understanding of Urban Outfitters customer profile. I also had practice using UK Tribes, Acorn and research Gen Z and Millennials. I have completed my current market position graph to show where Urban Outfitters stand against its competitors in terms of price and fashionability. I am now beginning to look further into my chosen trend and create a moodboard to inspire my range. I will then begin to choose CADs off WGSN and begin creating my range. I am still thoroughly enjoying creating my INP and my concept for Urban Outfitters and I am excited to move onto the more creative side of the project. I have still sucessfully managed to stick to my business plan, however one aspect that I struggled with was completing the Comp Shop as we went into a lockdown and the stores had to close. However I had images from comp shops in previous projects brands that compete with Urban Outfitters and managed to get a few images in weeks 1 and 2 and therefore overcame the problem.
Going into week 4, I began to create my inspiration and mood board slides, including lots of colour, themes, patterns and other images that were inspiring to me and giving me ideas to begin creating my range. So far I am still sucessfully sticking to my plan and completing my project in an organised manor. I am now currently looking at different CADs on WGSN and will be soon begin to create my range which I am very excited for.
I started by carrying out research on other platforms such as WGSN to see key colour trends for A/W 21. I also used edited to view the colour analytics of Zara Kids, one of Urban Outfitters biggest competitors, to get a thorough understanding of what colours competitors are using. I noticed that Zara use more  neutral and subtle colours in their store whereas my range will be more colour focused which could mean Urban Outfitters are offering something Zara don't.

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Global Data - Below is a screenshot from a Global Data report regarding the new CFO. Urban Outfitters, on the 2nd of December 2020 appointment a new CFO of their company. This could be beneficial to the company as it gives them a new member in charge to lead the company in the right direction and potentially gain back their high success rates that were decreased due to the pandemic. This is a report on who the new CFO is and what the company now aims to achieve.

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Urban Outfitters Primary Research Survey

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Urban Outfitters Primary Research Survey

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I created a survey and asked 17 people to complete it. The purpose of this survey was to get an idea of Urban Outfitters current customer profile and how they feel about unisex clothing e.g. would they buy it? would they buy it for kids?. I also carried out this survey to see how often Urban Outfitters customers shopped at their stores and how much money they usually spend. I felt this was an important quesiton to ask because then I could get a clear understanding of how much customers tend to spend in Urban Outfitters or online and partly base my range prices around that as I want customers to be happy paying the prices. I also asked the basic questions of 'how old are you?' and 'what is your gender?' to get a clear overview of Urban Outfitters customer profile. I also wanted to know the gender of the customers answering the survey in the hope that the results would be mixed. As I am making a unisex range I felt it was important for the store to be just as popular with both males and females so that the range is popular.

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Web survey powered by SurveyMonkey.com. Create your own online survey now with SurveyMonkey's expert certified FREE templates.

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Below are the collected results from my survey. Carrying out this survey was extremely helpful as I was able to gain an understanding of Urban Outfitters customer profile and also what they think about unisex clothing in general and for kids. I felt this was important as I want my range to be successful. I decided to ask 17 people inlcuding Urban Outfitters customers, family and friends. Some of the key questions in the survey inlcuded 'What is your gender?' and 64.71% of people said female and 35.29% of people said male. This made it clear to me that Urban Outfitters customer profile is a mixture of male and female which is beneficial for me as I am making a unisex range that I want both genders to buy. Another key question asked was 'how old are you?' and 94.12% of people said they were between the ages of 18-24 and 5.88% said they were between the ages of 25-34. This was key information to find out in order to identify Urban Outfitters customer profile. From getting these results, I can now research Gen Z and what kinds of people they are, their hobbies etc. to get a better understand of Urban Outfiters audience. Although my range is not aimed at 18-24 year olds, they will still see my range whilst shopping at Urban Outfitters and may buy it for their kids, family members or friends children and so it is important that my range fits in with Urban Outfitters and delivers the style that their customer profile look for. Another key question I asked was 'how often do you shop at Urban Outfitters?' and the most common answer was 'once every few months' with a response of 52.94%. This could potentially suggest that Urban Outfitters prices are too high compared to competitors and therefore customers are choosing to shop there less often to save money. I will take this into account when creating my range and also view competitors ranges and kids ranges to get an idea of their prices. Other key identifying questions I asked inlcuded 'Would you buy unisex clothing?' where 100% of people answered yes and 'Would you buy unisex clothing for your kids?' and 88.24% of people answered yes. This was reassuring for me as I am creating a unisex range and want it to be appealing to Urban Outfitters customers so that they will buy it for family/friends. Although the number of 'yes' responses in regard to buying unisex clothing for kids was lower, it was still the answer for the majority of people. This is again a great response as it has shown me that Urban Outfitters current customer profile would be interested in the kids range I am creating. As I said, although it is not made for their age range, it is still aimed at parents/family and friends of kids who may buy it for them. I also asked 'Do you shop online or in store more?' and 64.71% said online and 35.29% said in store. This was a key question for me to ask as I want to release my range where consumers are most likely to see it. As this result was quite even, it has confirmed my decisio to release my range online and in store as it will reach a wider market as Gen Z often use technology rather than visiting stores. A final key question I asked in the survey was 'What would influence you to shop at Urban Outfitters more? and 76.74% of people said they would be influenced to shop at the brand more if they had more discounts or sales. This was an eye opener for me as Urban Outfitters have a younger audience (Gen Z) and a lot of them will be students who may struggle to afford the higher-end prices they offer and so I will take this into consideration when creating my range. For example, I could offer 2 for 1 deals or future discounts to attract the customer profile.
This survey was extremely helpful as it allowed me to get a thorough understanding of Urban Outfitters customer profile and give me certain aspects to research further. For example, I now know that Urban Outfitters customer profile consists of maily GEN Z consumers and so I can research them further on websites such as ACORN and Global Data. I want to have an in-depth understanding of Urban Outfitters customer profile so that I can ensure my range will appeal to them (to buy for younger kids) and the brand. I feel that this survey was successful in terms of this and the answers were very helpful in allowing me to understand the customer profile and what they are looking for from the brand.

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View and analyze results from the Urban Outfitters Primary Research SurveyMonkey survey. See actual response data, text summaries and word clouds.

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Below is the 'Who are Urban Outfitters?' section on the URBN website. I took this description and annotated it to show the Urban Outfitters customer profile. This description of the brand is very informal and relaxed which gives the impression it is a more 'chilled' brand, aimed at young people. On this report, I decided to identify the phrases used that I felt show the customer profile and relate to them the most.

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Acorn Report Annotation- Customer Profiling

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Acorn Report Annotation- Customer Profiling

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Website - Acorn - CACI
Using the Acorn website I was able to browse through different demographics in different locations and see their lifestyles and hobbies etc.
The profiling which I identified as fitting well with Urban Outfitters customer profile and my concept of a kids range was 'Rising Prosperity - Career Driven Young Families' I felt that this was the best profiling category for Urban Outfitters and for my concept because Urban Outfitters usual customer profile is young people as they are intersted in current trends and wearing new styles. This profiling also have young kids which is perfect as I am making a kids range. I felt that by choosing young families with young kids, they would be interested in this new and fun kids range for their children as they will be shopping at a brand that they love to shop at themselves but for there children. I feel that dressing children in up to date and fun, new clothing will be an exciting concept for young parents. This profiling also states that they are quite well-earning families which suggests that they will be happy paying Urban Outfitters prices.
Below I have annotated the Acorn report for 'Career driven young families' to show how it fits well with Urban Outfitters and my concept and how they are the best fit for their customer profiling and my kids range target market.

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Gen Z and Gen Y/Millennials - Business Insider 

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Gen Z and Gen Y/Millennials - Business Insider 

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This article from The Business Insider covers Gen Z and Millennials shopping habits, how they save money for things they want in the future and the different things they enjoy to buy with their money such as clothes, houses and cars. This article was very intriguing and helpful to read as it covered a lot of facts about Gen Z and Millennials including their spending habits which is important for me to know as they are Urban Outfitters target market and I want to be able to reach out and connect with them as a lot of them will be starting/already have young families and will be interested in buying my range. 'millennials still complete 54% of shopping in physical stores' however both generations are still very active online. I will be releasing my range in store and online in order to reach the target market as widely as possible.

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Theo Wargo/Getty Images for Firefly
Millennials are often blamed for whatever ails the economy.

We hear over and over again that millennials aren't contributing to the economy because they are unemployed or they aren't buying homes or cars and they are delaying marriage and kids. We also hear they aren't saving money, they are saddled with debt, and on top of all that - they are lazy and entitled.

An 85-page report by Mizuho Securities sheds new light on this demographic, however, and argues that some of those assumptions are patently wrong.

According to the report, which surveyed more than 1,500 millennials aged 18-34:

1. Millennials do most of their shopping in physical stores.

Sure, they are tech savvy and frequently shop online. But millennials haven't completely abandoned stores and shopping malls.

They like to touch and feel products before they buy them, and still appreciate the experience of shopping in a store. In fact, millennials still complete 54% of shopping in physical stores, according to the report.

2. Millennials save more money than the national average. "Contrary to popular rhetoric regarding a highly challenged consumer who may be burdened with debt and living 'paycheck to paycheck,' our survey of millennials suggests the majority of the demographic (74% of total responses) saves money every month compared to 26% who do not," the report says.

Millennials allocate about 6.7% of their total budget toward a savings plan of some type (401K, IRA, savings account, etc.), according to the study. That's above the US national savings rate of 5.5% per the Federal Reserve Bank of St. Louis.

3. Millennials are planning to buy homes. They are delaying home-buying and marriage and kids, but they are planning to get to those life milestones eventually.When asked what they are saving for, millennials said (1) a house, (2) a car, and (3) retirement.

Mizuho Securities USA
4. Millennials aren't just relying on Uber and Lyft to get around. They are actually buying cars.
Like with homeownership, many millennials have delayed purchasing cars. But car buying among this demographic is rapidly rising and will continue to grow, according to the report.

About 64% of millennials plan to buy a car in the next two years, and most of those who don't plan to buy a car already own one, according to the data.

Only 5% of respondents said car-sharing services like Uber and Lyft serve as a replacement for owning a car.

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Everything you thought you knew about millennials is wrong

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Millennials are often blamed for whatever ails the economy. We hear over and over again that millennials aren't contributing to the economy because they are unemployed or they aren't buying homes or cars and they are delaying marriage and kids.

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This drapers article covers new-advertisment strategies and the best ways to reach Gen Z and Millennials. 'It’s about making sure that every possible place where the brand will be seen has a relevant and consistent communication'. I will ensure to advertise my range in a creative way that will reach the target audience. As Gen Z and Millennials often use the internet, social media and watch TV, advertising is a perfect way to reach the target audience.
Below are some screenshots from the Drapers article and I have annotated it to show what it means. This was very helpful as Urban Outfitters target audience are Gen Z and Millennials and so its important to know the best ways to reach them.

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Drapers Annotation - How to reach Gen Z and Millennials

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Drapers Annotation - How to reach Gen Z and Millennials

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Below is a couple screenshots from the Drapers Article - 'How to reach Gen Z and Millennials'. I have highlighted the key points and what it means. This article was useful to read as it gave me inspiration of ways to reach the target audience and to advertise my kids range.

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Gen Z and Gen Y/Millennials - Drapers Report 2020

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Gen Z and Gen Y/Millennials - Drapers Report 2020

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The below report is the Drapers 2020 Gen Z and Millennials report. It covers everything from their shopping habits to their use of technology to sustainability. This report was a very intriguing one to browse through because I wanted to know all the behaviours and intersts of Gen Z and the Millennials as they are Urban Outfitters target audience. As these generations will have young families soon or may have already they will be interested in buying the kids range from Urban Outfitters that I am creating.
'Ecological and ethical sustainability, as well as external-facing and fashion's in-house equality and diversity, continue to grow in importance to younger consumers.' Gen Z and Millennials are known to be passionate about many factors in the fashion industry, a huge one being sustainability and I will be encorporating this into my range to appeal to the target audience and to give the company a great reputation.
This report also covers the impact that Covid-19 has had - 'Online 40% of Gen Z respondents and 43% of millennials expect to spend the same amount on fashion as before Covid-19' which will obviously have an impact on Urban Outfitters as there is still a big percentage of them who may be spending less than before and they may not be getting as many of their target market shopping for their products. However, this could be an opportunity for Urban Outfitters to offer discounts or sales so that they are more affordable for their target audience. It is still a positive note though that many of Gen Z and Gen Y are planning to still spend as much as before Covid-19 as it means Urban Outfitters has a chance to continue its ongoing success.
'Overall, 40% of Gen Z and millennials prefer to shop online, compared with 36% at physical stores.' - I will ensure to release my range online and in stores to reach as many of the target audience.
This report was extremely helpful in identifying particular aspects that Gen Z and Millennials are looking for and I will ensure to apply them to my range and advertising so that I can attract the correct target audience as well as their kids/family members/friends to buy the kids range.

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This is another report solely on Gen Z. It covers similar aspects of the generation such as their shopping habits, their interests and also compares them to other generations such as baby boomers and Gen Y. This was again a helpful report to read through to gain an understand of Gen Z, Urban Outfitters main target audience.

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Gen Z shopping habits could spell end of fast fashion - The Guardian

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Gen Z shopping habits could spell end of fast fashion - The Guardian

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Below is an interesting article that I read on the impact that Gen Z's shopping habits could have on fast fashion companies in the future.
“Young, values-oriented shoppers are looking for more responsible ways to consume.” - Due to many Gen Z's changing their shopping habits and looking for more sustainable and environmentally friendly ways to shop, many fast fashion brands will struggle unless they change their approaches. I am going to be inlcuding sustainability within my range and also ensuring that my sourcing strategy is completely legal and ethical whereas many fast fashion companies have been caught paying factory workers below minimum wage and also not taking into account sustainability. Urban Outfitters, luckily haven't been in the press for negative reasons such as this and I want to keep it this way by thinking about the target markets new shopping habits and delivering what they want in terms of sustainability etc. I think that by doing this the target market will be interested in buying my kids range for their kids or other family members/friends.

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With the high street and the fashion industry brought to its knees by the coronavirus pandemic, the 'buy less, buy better' ideology of generation Z - those aged 18 to 24 - could see the beginning of the end of fast fashion, new research suggests.

If generation Z's habits are adopted by the population as a whole there could be a shift to consumers with a "divided wardrobe" - featuring rented items and others bought from resale vendors - becoming the new normal.

The research, carried out on behalf of the Royal Society for the encouragement of Arts, Manufacturers and Commerce (RSA) found from polling that during the pandemic, 28% of people are recycling or reusing more clothes than normal and 35% of women intend to buy fewer clothes in the future. The RSA is calling on the government to invest in sustainable fashion and manufacturers to be more responsible, following the research.

The RSA are also asking for enforced standards around how durable clothes are, plus a push towards a more circular localised economy within fashion.

This emphasis on sustainability, non mass-produced goods and uniqueness mirrors the consumer values of the younger generation whose attitude towards fashion has been shaped by the "Blue Planet effect".

"Generation Z is discerning," says Jeff Froom, co-author of Marketing to Gen Z. "[They've] grown up with more access to information from more sources than ever before. Inequality, climate change and LGBTQ+ rights are topics they've heard about for years."

Kati Chitrakorn, retail and marketing editor at Vogue Business, said: "For today's kids fashion is less about fitting in and more about making choices that reflect their own identity."

Before the pandemic two-thirds of clothing was purchased in stores, but the 18+ group had already found alternatives to bricks and mortar (their sophisticated modes of consumption often outpacing what the high street could offer) shopping through online resale sites such as Poshmark, Grailed, Vestiaire Collective and clothing rental sites, all of which have seen a sales boost during lockdown. "Being able to 'do something' - upcycling, customising or reusing rather than discarding - lets younger people feel like they're part of a movement," says Chitrakorn "and that mindset has been popular even prior to the pandemic."

"Young, values-oriented [shoppers] are looking for more responsible ways to consume," explains Ceanne Fernandes-Wong, CEO of COCOON a luxury handbag rental service. "The pandemic has amplified this. More and more consumers will be comfortable with variety in their consumption choices - from buying new to circular options including rental and resale. A 'divided wardrobe' is inevitable."

Sonia Lapinsky of retail consultants AlixPartners said: "Rental will continue to expand, given consumer sustainability consciousness and a reset in consumerism. We have all made do with a lot less for many weeks - enough to form new habits."

Depop - a peer-to-peer shopping app that allows shoppers to buy secondhand items from each other - has seen a 90% increase in traffic since 1 April. In contrast, retail sales fell by a record 18.1% in the same month. "Generation Z want individuality and to reduce waste, Depop allows them to do both," said a spokeswoman for the company.

"We definitely believe that this unique moment will encourage people to reconsider resale as an alternative to shopping 'new'," she says. "Our community has access to a vast inventory of pre-loved streetwear, vintage designer, one-of-a-kind creations and more that allows them to build their own identity and create their own story all as a sustainable choice. They have the financial incentive to buy and sell garments, rather than leaving them unused in a wardrobe or sending them to a landfill."
Conscious, ethical and cruelty-free: a guide to the language of sustainable fashion
But it's not that simple. With retailers still working out what a re-opened store would look like (socially distanced shoppers in store, sales assistants behind plexiglass, compulsory masks, the question of changing rooms), post-corona resale and rental outfits will have the same issues. "Are they communicative and transparent regarding product handling processes and cleanliness?," asks Lapinsky "If not, the consumer will likely remain skittish to pre-used garments and accessories." However, e-commerce is still considered by many to be the safest way of shopping.

The future of fashion and retail is under debate. The RSA's calls follow similar requests from fashion bodies calling for social and environmental sustainability.

On Thursday, the British Fashion Council and the Council of Fashion Designers of America released a statement requesting a reduction in the number of seasonal collections, clothes produced and travel. The sentiment was echoed in an open letter from designers and retailers led by Dries Van Noten that appeared early last week.
Topics

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Shopping habits of generation Z could spell the end of fast fashion

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With the high street and the fashion industry brought to its knees by the coronavirus pandemic, the 'buy less, buy better' ideology of generation Z - those aged 18 to 24 - could see the beginning of the end of fast fashion, new research suggests.

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UK Tribes - Young People and the Environment

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UK Tribes - Young People and the Environment

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The below report is from UK Tribes about young people and the environment. UK Tribes has a lot of information and reports about the youth of today and I felt that this was a very important report to read. As I am going to be encorporating sustainability into my range and the packaging, I felt it was important to understand the views that Gen Z have on the environment.
‘Young people are most worried about climate change and pollution, the effects of which they fear will ultimately lead to the destruction of the planet' and I therefore want to produce a range that they will feel comfortable purchasing.

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Out of the categories on UK Tribes I felt that Urban Outfitters customer profile best fit under 'Aspirant' who are 'Living for the moment. They know the look, music and lifestyle they want – and will spend big in order to get it!'
Within this category were the 'trendies' who are frequently looking for new trends. I think that this best describes Gen Z as previous articles have explained that they usually look for on-trend fashion in stores and Urban Outfitters often have on-trend pieces in store and are always up to date.
UK Tribes was a useful resource as it highlighted further interests that Gen Z and young people have.

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Living for the moment, Aspirant Tribes know the look, music and lifestyle they want - and will spend big in order to get it! Attuned to what's happening in Leading Edge circles, it's about keeping up with what's cool but without all the hard work of creating it themselves. These Tribes will be found in Student Unions across the UK, from UE to Loughborough.

Social butterflies, they are spending summer holidays hitting the festival circuit - from Bestival and Secret Garden Party in the UK to Croatia's Outlook and Serbia's Exit festival. Whether it's the latest pop-up, food truck, concept store, art gallery or nightclub, they want to be the one to have seen it first - and post it on social media. Experience seeking drives the Aspirant segment, and introducing the newest fashion and music to their friendship group motivates Tribe members.

From the ubiquitous gap year alpaca jumper, to the MacBook Pro, Ugg boots and Hershel backpack, Aspirant Tribes are big consumers with strong brand affiliations. Brands trying to crack the Aspirants need to work hard to prove their cool credentials. They need to be in the right place, at the right time, with the right people - although appealing to them may be challenging, those who do are rewarded with surprising brand loyalty.

Trendies

Trendies are driven by beautiful things and beautiful people, Trendies love fashion and are always looking for the next big trend!

They're the biggest outwardly 'brand-me' Tribe - they're universally aspirational in fashion and music, both offline and online.The rise of Mainstream Brand Me behaviours and fast fashion means the Trendies are still going strong and are one of the biggest Tribes on the map in 2015. Their influence is if anything growing, as more and more Trendies lean towards vlogging and sharing their super-soft-focus, Instagrammable lives online - inspiring younger teens to live a perfect life.

Vloggers
Vloggers and Bloggers are at the heart of today's Tribal map - inspiring a whole generation how to live.
In 2012 Tumblr Kids joined the map - by 2015 Vloggers are one of the most familiar and famous Tribes in the UK. A catch-all Tribe to describe young people that are vlogging, blogging, tweeting and instagramming their lives, attitudes and values online; they aren't creating culture and new social norms (bar those with 1M+ followers!) but are having a huge impact on youth culture today.

New Casuals

New Casuals are football mad lads with a love of underground club music and understated fashion - but will move to the next thing once it becomes predictable...

Hypebeasts

Urban and Skater inspired, US-rooted breed of New Casual - who love Hip-Hop and electronic, niche knowledge, luxury sportswear and limited editions.

Hypebeasts are a new breed of New Casual/Hipster- obsessed with the aspirational Urban lifestyle and the brands that go with it. With a thriving online culture, key icon products and their own language (Bump, OG, Grail, Wavey...) they are thriving - but bitchy too!

New Casuals
The New Casuals are unchanged on the map - think twenty-something, understated lads that consciously maintained low-key style from Norse, APC and Folk.
Their hate of hype and broadcasting their lives makes them polar opposites to the Hypebeasts! While they share a love of music, festivals, fashion and footy - the Hypebeasts are all about niche language, products and 'getting in there first'.

Hipsters
It's been a long time coming - but the Hipsters are firmly out of the Leading Edge, and are getting younger by the year.
Poor Hipsters! Since 2012, they took over being the vilified Tribe from the Chavs - synonymous with being 'try hard' and vacuous at a Tribal level, but receiving derision from wider British culture too (even your dad knows what a Hipster is in 2015!).

As authenticity became a key tenet of youth culture and the Hipster look was disseminated to teens via Primark; the iconic skinny jeans, glasses and obsession with Bergheim made the Hipsters a stereotype and an insult for the original Hipsters (most of whom have now aged out of the Tribes model).

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Living for the moment, Aspirant Tribes know the look, music and lifestyle they want - and will spend big in order to get it! Attuned to what's happening in Leading Edge circles, it's about keeping...

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On the 18/12/20 I went to the Trafford Centre to visit two of Urban Outfitters biggest competitors who also sell kids ranges, Zara and H&M. I wasn't able to visit the stores in multiple locations and get as many pictures as I would have liked to due to Covid-19 restrictions. Below are some of the images I took in the Zara store and care labels which I found on their website when doing the virtual side to the comp shop (due to restrictions) along with the Zara Kids website.
On the day of my visit, the store was very quiet, probably due to restrictions and lockdowns in different areas. The few people in the store were between the ages of 20-25 and a couple had young children. A strength that I immediately noticed in their Manchester store at the Trafford Centre was that it was very aesthetically pleasing as all the clothes were coordinated by style and colour. The decor in the shop also matched and it felt very easy and clear to find certain garments. The staff were also very friendly and asked if I required any help when entering the store. Zara's kids prices were fairly low with a range of sales on. Their kids ranges were full of failry neutral colours and plain clothing, similar to the adults ranges and gave off a rather sophisticated vibe. I think this could be beneficial for Urban Outfitters as it didn't really feel like a kids range whereas I will be producing a fun and colourful range suitable for kids.

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Hooded faux fur gilet with a zip-up front and front pockets.

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On the same day, I visited the H&M store in the Trafford Centre aswell which also had their kids section in. An immediate strength that I noticed when entering their kids section, which differed from Zara was that it was very colourful which felt more like it was aimed at kids. There were also wall designs and playful aesthetics which help advertise the kids range. H&M's Kids prices were also fairly low, lower than Zara's. Completing this comp shop between two of Urban Outfitters biggest competitors, who sell kids ranges, gave me inspiration on what prices to include in my range and even how to set it out in store.
Again, I was unable to visit H&M stores in other locations and therefore didn't get as many pictures as I'd have hoped to. However I again carried out some virtual comp shopping to gain information such as wash care, country of origin and prices. Below are some of the pictures I was able to take and also some online research.

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Styled by you

We love to see how you style your favourites from H&M and H&M HOME: Keep sharing your personal style with @HM and #HMxME for a chance to be featured at hm.com, in our marketing materials and in our stores.

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Hooded puffer gilet - Light pink - Kids | H&M GB

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We love to see how you style your favourites from H&M and H&M HOME: Keep sharing your personal style with @HM and #HMxME for a chance to be featured at hm.com, in our marketing materials and in our stores.

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Urban Outfitters - Londo Oxford Street Store Visit

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Urban Outfitters - Londo Oxford Street Store Visit

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On the 1/12/20 I visited the Urban Outfitters store on Oxford Street in London. The store immediately impressed me and I knew it was the brand I wanted to create my kids range with. As I knew that two of Urban Outfitters main competitiors had kids ranges already (Zara and H&M) I knew there was the perfect opportunity and gap in the market to produce one for Urban Outfitters. The store was very quiet, probably due to lockdown restrictions. However, the staff remained attentive and friendly. The atmosphere in the store was very lively and welcoming with loud cheerful music playing. Urban Outfitters is known for its creativity and uniqueness  and their Oxford Street store definitely showed this. The store was full of colourful garments and bright lights and it immediately felt like a fun and exciting place to shop. Due to Covid-19 restrictions, I was unable to travel to multiple Urban Outfitters stores so I chose to visit this one as it is one of their biggest. Urban Outfitters prices in store were quite high with only a few sales on which could put them at a disadvantage to it's competitors, however the products are of high-quality. The layout in the store felt busier compared to it's competitors and could potentially be harder to find certain items.
I think that producing a kids range for Urban Outfitters will put them at an advantage with it's competitors as it is a colourful and creative brand and therefore I can confidently create a colourful and exciting kids range. It's competitors ranges weren't as exciting as I expected and so this is an advantage for Urban Outfitters. Urban Outfitters store and decor was also very creative with drawings on the walls and a grand staircase.
Below are a few of the images I managed to take in store a long with some virtual research I did on their websites in order to gain an understanding of their prices and product care, as I wasn't able to touch the clothing unless buying.

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Women's Clothing

For women's clothing that really makes a statement, you've come to the best place. Our latest drop contains your favourite brands like adidas, Calvin Klein, Tommy Hilfiger, Levi's and Motel. Keep up-to-date with the brands we're loving, new arrivals and UO exclusives by exploring our edit. Need a little inspiration? Not a problem, check out our trends section for new season essentials, as well as our buyer's edit and our blog to see what we're into right now. Discover items you never knew you needed or find key pieces of clothing to add to your wardrobe. Keep it sustainable with our vintage collection and roll out of the right side of the bed with our skincare collection. We've got everything you could want right here.

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Women's Clothing, Clothes & Fashion | Accessories, Lingerie & Beauty

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For women's clothing that really makes a statement, you've come to the best place. Our latest drop contains your favourite brands like adidas, Calvin Klein, Tommy Hilfiger, Levi's and Motel. Keep up-to-date with the brands we're loving, new arrivals and UO exclusives by exploring our edit. Need a little inspiration?

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Below is my original Comp Shop plan that I drew up in order to carry out my comp shop successfully. This was due to commence on the 2/12/20. I planned to look at prices of garments, layout of the store, atmosphere, customers, colour schemes etc. My original plan was to visit two different Urban Outfitters stores, one on Oxford Street in London and one on Earlham Street in London. My original plan to visit the Urban Outfitters store on Oxford Street on the 2/12/20 still went ahead. However, I was unable to re visit London on the 5/12/20 due to Covid-19 restrictions. To overcome this problem I decided to do further research on Urban Outfitters prices, styles, wash care etc. online.
I also planned to visit The Trafford Centre in Manchester, which is more local to me, to go to the H&M store and Zara store which still went to plan. I was able to take images in the stores and get a good understanding of the ranges they offer, their prices, store atmospheres and colour schemes. I still carried out a bit of competitive shop research virtually as I was unable to physically touch the products to check the wash/care labels in-store due to Covid-19. To take a positive from this situation, it gave me a chance to problem solve and I solved this problem by doing parts of my comp shop online.

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Below is a report on kidswear strategies for 2021 which I found very interesting to read and it gave me a thorough amount of inspiration of things I could create for my range and launch.
This report covers many action points that companies could take in 2021 in order to be successful in regards to kidswear.
'For 2021 sustainability will continue to gather pace in kidswear, as designers and brands seek to readdress overproduction with a simpler approach to design and manufacturing. Inclusivity will also be key, as more brands celebrate diversity in all its forms.' - I have chosen to create a kids range for Urban Outfitters that shows inlcusivity as it is unisex/gender neutral and I will also be encorporating sustainability into my range such as some sustainable fabrics and recyclable packaging.

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Below are a couple of screenshots from the WGSN trend report page for #JoyfulExpresson. There are many tips and ideas of colours and patterns to use and what catwalks to look to for inspiration.

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Below are the key items identified by WGSN for girls and boys. I looked to these reports for inspiration for key items that I could inlcude in my range. As my range is unisex, I will look at which items are key in both boys and girls or at least similar and use that for inspiration.

- Girls Key Items

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- Boys Key Items

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Below is a retail analysis of kids winter wear. This was extremely helpful in allowing me to see which trending kids items were most popular year on year. I want to have trending, popular items in my range that will sell well and that people are looking for.
3 key items I indentified were:
Puffer/Padded Jacket - +38.1% YOY
Fleece - +90% YOY
Cardigan (jersey knitwear) - +12%
I believe these items will sell well within the collection as they are trending items within Kidswear and Mens and Womenswear. They are also items that Urban Outfitters already sell for adults and will therefore fit well within their stores image.

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WGSN report that covers key trending details and trims on Kidswear clothing. I read this report for inspiration for my range and it gave me many ideas of details and trims I could inlcude on my garments. Key details and trims in this report inlcude patchwork, quilted, oversized clothing and many more. These are the few that particularly inspired me for my range as they represent existing items that Urban Outfitters already sell and I want my range to fit in with Urban Outfitters vibe and current image.

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The below report is from WGSN and is about popular fabrics often used to make Kidswear. Although this report is for S/S I felt it would still be good for inspiration of what fabrics to use within my range and what has often been used to create kids clothing.

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WGSN - Joyful Expression Footwear and Accessories - Design Capsule A/W 21 22

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WGSN - Joyful Expression Footwear and Accessories - Design Capsule A/W 21 22

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Below is a WGSN design capsule for A/W 21 22 which has plenty of inspiration for accessories and footwear that I could inlcude in my range aswell as patterns and CADs. As previously stated, I want to inlcude a couple of accessories in my range and footwear and so this was really helpful when trying to find inspiration for my range. This article also talks about different influences for Joyful Expression such as Chinatown.

'Streetwear label Chinatown Market playfully encapsulates #joyfulexpression with its yellow smiley logo and statement graphics.'

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Below is my moodboard created on Photoshop to show inspiration for my Urban Outfitters Kids range.