Fashion and lifestyle product retailer Urban Outfitters has launched a marketing campaign for college students as part of its strategy to expand its reach to younger Gen Z shoppers.
The new campaign named UO Haul offers support and products to students seeking to decorate their dorm rooms for the back-to-college season.
UO Haul features pop-ups during summer and fall at college destinations, offering university-inspired apparel, accessories, and home goods.
Urban Outfitters rolled out the campaign on May 19 in New York City, featuring dorm rooms designed to display different types of décor.
As part of the launch, the retailer held a citywide scavenger hunt, with the winners receiving an exclusive experience with musical group KATSEYE.
Cyntia Leo, Head of Brand Marketing at Urban Outfitters, said: “Back to campus is a pivotal moment for our Gen Z customer. It’s about more than just what they need; it’s about who they’re becoming.
“With UO Haul, we’re proud to celebrate and support them through every step of their journey. From moving into their first dorm or apartment to refining their personal style, we’re here to help make the transition feel effortless and uniquely theirs.”
In June, the fashion retailer will be teaming up with Collegeboxes by delivery service U-Haul to help with college move-ins and will give away $1000 in UO products to three selected winners.
Urban Outfitters has been ramping up their marketing campaigns to drive sales and customer engagement, recently teaming up with sports apparel giant Nike to launch a new store experience.
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