Scribd Logo
Upload

Welcome to Scribd!

  • 81 views

    Urban Outfitters Urban Renewal

    Uploaded by

    api-545175199
    Urban Outfitters is launching a new sub-brand called Urban Renewal focused on upcycled and vintage products to encourage sustainable fashion. The brand will feature pieces refreshed from remnants and given new treatments to spark trends from the past. To promote Urban Renewal, the campaign includes radio spots, print ads, banners, out of home displays, and social media posts emphasizing the quality and reinvention of vintage classics to be worn again and help reduce waste.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Urban Outfitters Urban Renewal

    Uploaded by

    api-545175199
    81 views16 pages
    Urban Outfitters is launching a new sub-brand called Urban Renewal focused on upcycled and vintage products to encourage sustainable fashion. The brand will feature pieces refreshed from remnants and given new treatments to spark trends from the past. To promote Urban Renewal, the campaign includes radio spots, print ads, banners, out of home displays, and social media posts emphasizing the quality and reinvention of vintage classics to be worn again and help reduce waste.

    Original Title

    urban outfitters urban renewal

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Urban Outfitters is launching a new sub-brand called Urban Renewal focused on upcycled and vintage products to encourage sustainable fashion. The brand will feature pieces refreshed from remnants and given new treatments to spark trends from the past. To promote Urban Renewal, the campaign includes radio spots, print ads, banners, out of home displays, and social media posts emphasizing the quality and reinvention of vintage classics to be worn again and help reduce waste.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    81 views16 pages

    Urban Outfitters Urban Renewal

    Uploaded by

    api-545175199
    Urban Outfitters is launching a new sub-brand called Urban Renewal focused on upcycled and vintage products to encourage sustainable fashion. The brand will feature pieces refreshed from remnants and given new treatments to spark trends from the past. To promote Urban Renewal, the campaign includes radio spots, print ads, banners, out of home displays, and social media posts emphasizing the quality and reinvention of vintage classics to be worn again and help reduce waste.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 16

    Urban Outfitters: Urban Renewal

    Julia Jang and Madison Monte


    Brand Overview
    Urban Outfitters: Urban Renewal

    - “From rediscovered remnants fabric given a new life to upcycled pieces with handcrafted dye
    techniques and paint splatter treatments, every special piece is refreshed, restyled and
    renewed by us, just for you.”
    - Current target audience: teenagers to young adult
    - Forever 21, Pacsun, Hot Topic, Vans.
    - Current brand perception: trendy, vintage, edgy, youthful
    Creative Brief
    Context: To counteract climate changes, as a society, we must push towards a more sustainable environment, starting out

    efforts in everyday items such as clothing, furniture and more.

    Issue: The negative connotation towards upcycled items because they can be found in thrift stores discourages consumers

    because they fear a lack in quality.

    Insight: Considered as a treasure trove of secondhand upcycled pieces that reinvent past fads.

    Strategy: Urban Renewal sparks old trends and helps society move towards a more sustainable environment.

    Challenge: How can we encourage young consumers to purchase quality repurposed items?

    Brand Tones: Sustainably-sourced, reinventing, live comfortably, classic.

    Brand Values: Bringing life back into vintage classics to be worn again.
    Radio Script
    Fade in: Song “Grass” by Robert Wyatt

    Announcer: The new age of thrifting is around the corner. Gone are the days of throwing away old clothes, but reusing and
    making them new again.

    SFX: Clothes hangers rattling

    Announcer: Urban Outfitters has launched a new sub-brand, Urban Renewal, composed of vintage and upcycled products.

    SFX: Fabric ripping

    Announcer: The introduction of this eco-friendly brand will diminish the need of producing clothes in factories that emit harmful
    chemicals in the air.

    SFX: Trees rustling, ocean waves

    Announcer: If you are ready to help save our planet go to urbanoutfitters.com/urban-renewal.com to shop our vintage collection
    of clothes, furniture, and other products. This is quality made...again.

    Time: 29 seconds
    Slogan

    “Quality Made...Again”
    Print Ads
    Print Ads
    Cont.
    Print Ads
    Cont.
    Interactive Ads - Banner
    Interactive Ads
    cont. - Vertical
    Rectangle
    Out of Home Ads
    Out of
    Home
    Cont.
    Ambient Event
    Recycle bins placed around the city in any place to put old clothes in. They can be in subways, coffee shops,
    public parks, on the streets, and inside Urban Outfitter stores.

    - The bins would look like a regular recycle bin


    you would see in somebody’s home or at an office.
    - On the bin, it would say, “Old clothes?, Toss them here!”
    - There would also be urban outfitters, urban renewal
    displayed on it, making it obvious this is an Urban project
    Social Media Ads - Instagram
    Social Media
    Ads -
    Facebook
    Social Media
    Ads - Twitter

    You might also like