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What does our client request us to do & What is the key message? ~ Emma

Client Request:


 Our client requests us to create an innovative communication strategy, focusing on the online promotion of the brand, in order to share with the Australian market the same positive reputation that they had acquired among overseas consumers.

Key Message: 

The key message of the brand narrative is that being fashionable is fun, whether dressed in vintage clothing, festival wear, or going for a more modern, chic approach. They would like to appear as fun, stylish and trendy and to appeal particularly to teenage/young adult males and females who are interested in fashion - whether modern styles or vintage, as well as beauty and music. By selling music products, Urban Outfitters suggest that fashion and music, especially when combined (for example, at music festivals like Coachella), have the ability to connect and bring people together through having an enjoyable time, thus portraying the emotional attachment between the target audience and the brand.

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