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Objective of Strategy & Target Audience ~ Emily

Brand Objective:

·   Establish ourselves as a key competitor within high-end fashion industry already established in the Australian Market.
·   This will be divided into blocks of time
o   Creating awareness of the brand and the move to Australia
o   Building a good brand image and relationship with consumers
o   Developing and maintaining that brand image and relationship
Raise Awareness:
·   Promotional gift vouchers and social media sharing incentives
·   Create a hashtag trend (#UrbanOufittersAus) on all social media posts


Induce Brand associations:
·   Celebrity endorsement large-scale
o   Post and share photos of celebrities wearing out clothing – plus traditional endorsement


·   Celebrity endorsement small-scale
o   Smaller celebs on Instagram and Facebook to share photos of themselves wearing our clothes
Brand response:
·   Create the Australian Urban Outfitters twitter account (@UOAustralia)
·   Share sales and gift opportunities to people that follow our account

Brand Relationship:
·   Rewards club members will receive benefits (20% sale on first purchase after joining)
·   Twitter will share some photos and reply to comments that it has been tagged in – build two-way relationship

  Target Audience


The target audience for Urban Outfitters is the general young population that looks for stylish, affordable clothing, and household decorations.
Emily Diemer, Kelsi Gilbreath, Lauren McKelvey, Suzy Miska, Shea Thielemann,(1st May 2011) ‘Urban Outfitters Consumer profile’, LAURENMCKELVEY
Persona one: Abi

Persona two: Cam




  References




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