URBAN OUTFITTERS IS THE LARGEST VINYL BRICK-AND-MORTAR RETAILER ON EARTH
For my senior capstone project, I worked with two other research students to uncover opportunities for expanding awareness for Urban's music section. Noting the growth in vinyl and learning our target's fear of the snobbery of smaller record stores, we created the the campaigns positioning statement:
Urban Outfitters is the non-intimidating &
accessible place for first-time vinyl
buyers to build their collections
We then presented a visual brief to first-year creatives and let them create the campaign.
Once they showed us what they'd made, we conducted creative development research and made our final recommendations.