Experiential EOY Recap 2023 by urbanoutfitters_pr

N A B R U

S R E T T I F T U O L A I T N E I R E P EX G N I T E K R A M

2023

YEAR IN R EVIEW

IN-STORE EVENTS CULTURAL TENTPOLES BRAND PARTNERSHIPS HANDS-ON WORKSHOPS ARTIST MEET & GREETS LIVE PERFORMANCES INTIMATE GATHERINGS INFLUENCER TRIPS HYPE LAUNCH PARTIES 2

URBAN OUTFITTERS EXPERIENTIAL MARKETING

Who We Are ... pg 10 Looking Back ... pg 12 Brand Partnerships ... pg 18 Press & Influencer Events ... pg 30 Hype Launch Parties ... pg 40 Music ... pg 46 Cultural Celebrations ... pg 62 Regionals ... pg 68

OPEN TO THE PUBLIC

PRIVATE INVITE-ONLY

IN-STORE

ON LOCATION

TOTAL EVENTS

108%

AVG INCREASE IN STORE TRAFFIC

275M+ COLLECTIVE REACH

50M+

TOTAL UO SOCIAL IMPRESSIONS

The Experiential Marketing team at Urban Outfitters is in the business of catalyzing core memories and forging lasting relationships. We have the privileged opportunity to engage with our customer IRL -- to laugh, cry, share and learn from each other, and afford them a glimpse into the human side of our brand. As resident brand evangelists, we work tirelessly to ensure the experiences we design are fueled by multi-sensory innovative touch points, reflect the modern zeitgeist, and positively impact the UO culture and business; all while laddering back to high-level brand priorities. Our events serve as socially-sharable moments to surprise and delight, catalyze emotion, and generate hype and earned media that elevate UO’s brand perception.

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WHO WE ARE We are a small but mighty team who oversees the conceptualization and execution of all North American brand events and activations.

Kristina Dechter

CARA FLAHERTY

LIZ MCDONOUGH

MADISON STEVENS

DIRECTOR BRAND MARKETING

ASSOC. DIRECTOR BRAND MARKETING

MANAGER EXPERIENTIAL MARKETING

ASSOC. MANAGER EXPERIENTIAL MARKETING

TENURE @ UO: 10 Years

TENURE @ UO: 25 Years

TENURE @ UO: 1.5 Years

TENURE @ UO: >1 Year

FAV 2023 EVENT: Gift Shop Press + Influencer Preview

FAV 2023 EVENT: Vintage Pop-Up @ Trans Pecos Fest

FAV 2023 EVENT: Dickie’s Earth Month Workshops

FAV 2023 EVENT: Home Suite Home Influencer Staycation

INTERESTS OUTSIDE OF WORK: Ceramics + knitting

INTERESTS OUTSIDE OF WORK: Traveling, movies, studio visits, trying new restaurants.

INTERESTS OUTSIDE OF WORK: Upcycling projects, beachcombing, photography.

INTERESTS OUTSIDE OF WORK: Hiking, hot yoga, and riding my motorcycle.

WHO WE WORK WITH UO REWARDS

URBAN RENEWAL

DIGITAL

BUYING &

MERCHANDISING

PARTNERSHIPS

SOCIAL &

INFLUENCER

SUSTAINABILITY & SOCIAL IMPACT

EXPERIENTIAL MARKETING ART DEPT STORE TEAMS

STORE

ENVIRONMENT

PRESS

DATA & INSIGHTS

...and many more!

2023 TOOK US TO...

AUSTIN, TX BROOKLYN, NY COACHELLA VALLEY, CA DALLAS, TX LOS ANGELES, CA MALIBU, CA 12

MARFA, TX MILWAUKEE, WI NASHVILLE, TN NEW YORK, NY PHILADELPHIA, PA SAN FRANCISCO, CA

e h t o t t u d o e t p u l o e h h S o h w s m a e t ! . e . r . o n t e s ! p p a h l l a t i e k a m

STR # 15

UO SAN FR ANCISCO SAN FRANC ISCO, CA 1 2 # STR

Y T N E W T 4 2 E C A P S UO X T , N I T S U A STR # 32

UO MELROSE LOS ANGELES, CA 9 9 # R ST

E E K U A W L I M O U I W , E E K U A W L I M STR # 154

UO PLANO PLANO, TX

STR # 1007

UO MALIBU MALIBU, CA 1 1 0 1 STR #

E R T A E H T O T L A I UO R A C , S E L E G N A S LO STR # 1014

UO SPACE NINET Y 8 BROOKLYN, NY STR # 101 5

UO HERAL D SQUARE NEW YORK , NY 13

o d w o h o s , t i a ...w s s e c c u s e r u s a e m you e r a s t n e v e n e h w c i n a g r o y l t n e r e y inh b n e v i r d s e c n e i r e p x n e o i t c e n n o c n a hum ? n o i t o m e d an

It’s true, measuring the success of an IRL experience can be a unique challenge. While there are metrics we use to articulate monetary lift, site + store traffic, and social engagement; the real value of what we produce hinges upon the way we make people feel.

EVENTS OPERATE AT THE INTERSECTION OF CULTURE AND BRAND VALUES... ...while meeting our customer where they are. We celebrate our customers by offering them inclusive social spaces with exclusive access to artists, creators, and one-of-a-kind experiential activations.

OUR FAV KPIs DEEPEN BRAND AFFINITY SOCIAL ENGAGEMENT

CONTENT GENERATION

DIRECT + RETAIL SALES

SITE + STORE TRAFFIC

EARNED MEDIA

CULTIVATE INFLUENCER RELATIONSHIPS

POSITIVE CUSTOMER SENTIMENT

B E L E C NGS I T H G I S

5 . 5 M + colle

ctive followin g

SUPER DUPE R K Y L E was seen at our l aunch par ty for an exclusive Round Two x Nickelodeon capsule drop UO Melrose i a t n L A p.42

2 M + collec

tive follow ing

ALEX CON S A NI seen c with MAY hatting A TUFFIN private pr a t o ur ess + influ preview H e n c e r o l i d a y Gift Sho preview a p t our Hera flagship in ld Square NYC p.36

+ M 5 . 2 lowing l o f e v i t c olle

+ H T R O W S O B KATE e r e w G N O L N I T JUS y x o R r u o t a t seen a y t r a p h c n u a l Swim 4 2 . p u b i l a UO M

4 2 M + collec

tive following

LARRAY stop p e d b y our Herald Squar e s t o r e for a meet & greet t o c e l e brate the launch o f h i s n e w fragrance wit h S n i f , House of Eight p.44

+ M 7 g n i w o l l o f ollective

d e p p o t s E Á N O M E L L E N JA a r o f e r o t s by our DTL A e t a r b e l e c o t t e e r g & t e e m , m u b l a r e h f o h c n u a l e th 2 5 . p e r u s a e l P f o e g A e Th

+ M g n i 7 ollow

f e v i t c e oll

B O B e r E o G t N S O T P N S A P E r R o A o fl U Q e c S n a x d o e h w t T p d u n u o h c R n r u u a o l n at o e d o l e 2 k 4 c . i p N A L n i y t r pa 17

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BRAND PARTNERSHIPS

Brand partners come to UO for our retail brilliance and deep-rooted customer connection. We collaborate to design bespoke shop-inshop environments and multisensory experiences that celebrate our partners and reflect shared values.

Can you find all the brands we partnered with this year?

BAGGU

DICKIES

REEBOK

CHAMPION

POLAROID

STANLEY

BYOMA

FUJIFILM

ROXY

APRIL 22, 26, 28 NEW YORK, NY LOS ANGELES, CA DALLAS, TX

As an extension of our Earth Month campaign, we partnered with Dickie’s to elevate our shared values in creativity and garment longevity through hands-on workshops in three key markets. These unique customer experiences featured diverse forms of upcycling and mending and were driven by dedicated creators in New York, Los Angeles, and Dallas. Each event was hosted by a local creator working to push sustainable fashion forward and served to foster one-to-one engagement and brand affinity. • Los Angeles: Ysabel Hilado - 275k followers 180 attendees, drove 98% of daily store sales

• Dallas: Legssss - 7k+ followers 140 attendees, +6% Dickie’s ST WoW

• New York: WeGather - 10k followers 25+ dyeing participants, 14x unit sales

The Dallas event also featured a local creator market: • Blooberry (seller on UO MRKT) - 15k+ followers • Georgina Martinez (cakes) - 1.5k followers • Abigail Lane (Y2K vintage) - 3.5k followers : T N E V E @ T N E M I T SEN “I came here today with a lot on my mind and was ver y weighed down, and this event allowed me to l e fe I d n a o g it t le ly e complet !” u o y k n a h T r. e t t e b h c u m o s 20

40k+

ORGA N I SOCIA C IMPR L ESSIO NS

+ k 2 1 VE

3COLLECTTOI R A E CR ACH RE

MAY 4 NEW YORK, NY We kicked off BYOMA’s launch into the UO Beauty family at UO Herald Square with elevated product displays, live DJ, photo booth, and a branded bubble tea bar featuring BYOMA’s signature ingredient, green tea. As a GWP, customers received a branded UO x BYOMA beauty bag and BYOMA reps were on site sharing education on skin barrier science.

1 5 0 + AT

TENDEES

% 2 8

A M O Y OF B S FOR SALE WEEK THE

106k

UO IG S IMPRES TORY SIONS

AUGUST 24 AUSTIN, TX Timed to BTS, we partnered with Stanley to produce a Fresh Start event at Space 24 Twenty. We hosted hundreds of college students, influencers, and athletes to join us for a juice bar, photo station, and elevated Stanley customization as a GWP. The event was hosted by Kennedy Eurich (1.7M followers) to encourage attendance and social amplification and we saw guests stay in-store several hours post event to meet her.

OVERHEARD @ EVENT:

“I saw Kennedy with a green Stanley so I’m getting a green Stanley.”

3 0 0 + A T TEN

DEES

% 5 +9

S N O I T C A S TRAN P TO LY) (COM

$3k

Y E L N A T IN S D N A M E D DURING EVENT

MAY 12 MALIBU, CA

We celebrated the launch of the Roxy x Kate Bosworth swim collection by driving press and social buzz with an exclusive, invite-only dinner at UO Malibu. Attendees included top tier influencers, press contacts, and Roxy surfers and the event was hosted by Kate (1M followers). Activations aligned to oceanic themes and surfing culture, featuring a guided sound bath from local luxury wellness center, The Mindry (12k followers); live acoustic performance by surfer and influencer Hope Waidley (220k followers); DIY beaded bracelets with natural shell beads; a seated meal celebrating Hawaiian culinary traditions; and bespoke floral installations by Claire Fagin (7k followers). The event served as an effective mechanism to generate brand heat. We hit and exceeded press and social KPIs with the cost of event production coming in far below the rates we would normally pay talent who posted. Further, traffic was directed to the Urban Outfitters site for conversion where shoppers discovered the collection through a dedicated LP.

+ M 5 . 12 REACH E V I T C COLLE UENCERS, L F N I , OF S S E R P , S E T E L H T A S T S O P D N A & BR

23M

UVPM F SECU ROM RED PRES COVE S RAGE

k 2 1 $ EMAND

D L I A T E R + B E K W E E W T S FIR UNCH A L OF

NOVEMBER 15 BROOKLYN, NY UO partnered with Reebok to host a suite of influencers and press partners for the SZA Concert at Barclays Center. Attendees were gifted product prior to the event and the suite featured further gifting, a beauty station, photo booth, and custom branded collateral. The experience made noise on social while tying to a cultural moment and supporting an integral brand pillar, music.

2 2 AT TE

NDEES

M 7 E . V I 4 CT E L E L E O D C TEN AT EACH R

OCTOBER 9 NEW YORK, NY We hosted a curated cadre of creators for an exclusive first look at the BAGGU shop-in-shop at UO Herald Square. The store display incorporated BAGGU dead stock materials reinforcing our shared commitment to sustainability. The event featured BAGGU and UO gifting inspired by each attendee’s personal style; a catered breakfast with croissants and fresh juices; and a DIY flower bouquet activation to further drive UGC.

k 9 53LECTIVE

COL ENCER U L F N I H C A RE

2 6 3 k UO IG

STORIES IMPRESS IONS

NOVEMBER 9 NEW YORK, NY

We brought the Champion brand to life through the Urban Outfitters lens and flipped our NYC flagship at Herald Square into Hoodie Headquarters for the night. The event featured a collaborative art installation, product customization, a live DJ set by Elena Lorenzi (77k following), and exclusive giveaways. Jess Xu (243k following) and Joe Floww (326k following) served as our influencer hosts, taking over Urban Outfitters IG stories to showcase the event and interview attendees. Danica Pantic (2k following) offered a custom co-branded flash of embroidery and yung bachelor (8k following) was freestyling with the airbrush. Café Bureau (14k following) served up a curated selection of coffee, Shochu cocktails, and orange wine — and Raph Gaultier (6k following) was snapping portraits in the Polaroid Portrait Studio. In addition, we setup a collaborative art installation area for guests to engage with — tracing themselves, tagging their names, and capturing layers of collective movement as a nod to the overarching theme, Champion What Moves You.

2.4M

COLL ECTIV REAC E INFLU H OF E AT TEN NCER DEES

% 5 1 N I E S A E R C IN

H C R A E S E T I ON- S R O F S TERM ON” I P M A “C H

k 0 40UO IG

S N O I S S E R P M I

3 0 0 + A T TENDE

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PRESS+ INFLUENCER EVENTS

We reinforce connection and community with key influencer and press contacts through intimate events and private previews. By leveraging their following on social channels and publications, we deepen brand affinity, catalyze social engagement, and generate content and earned media. 30

D N A R B IES T S E B Hailey Eylül Sani

Lily loomis

joe flow

@HAILEYSANI

@faithharperr

@lilyloomis

@joefloww

2.5M+

287k+

49k+

326k+

sierra mayhew who what wear

alex consani

isan elba

nya grace

FOLLOWERS

@_sierramayhew

57k+

FOLLOWERS 32

faith harper

FOLLOWERS

@alexconsani

@isanelba

@artsnaya

1.9M+

121k+ FOLLOWERS

384k+

FOLLOWERS

sixtine rouyre

maya tuffin

@sixtinerouyre

@mayatuffin

975k+

12k+

samira AHMED

@iamsamiira

FOLLOWERS

364k+

Yusra Siddiqui who what wear

chase marie wise

sarah cuervo

@thatgirlyusra

50k+ FOLLOWERS

jess xu

@chasemarieee

176k+ FOLLOWERS

anajah hamilton

@thejessxu

@icecreameaterRr

243k+

65k+

FOLLOWERS

@sarita.cu

175k+ FOLLOWERS

nick papa highsnobiety

@npapa

2k+

FOLLOWERS

camrie hewie

@CAMRIHEWIE

100K+ FOLLOWERS

bianca nieves THE CUT

@ biancamnieves

7k+

FOLLOWERS

arianna baquerizo

@ariannabaq

30k+ FOLLOWERS

E R O C T E L L A B

JANUARY 24 BROOKLYN, NY

To extend the reach of the UO Balletcore campaign, we hosted a small, private dance class for key press and influencers at GOOD MOVE (10k following) dance studio in Brooklyn. Attendees received a curated selection of UO ‘balletcore’ apparel to wear to the class and posted on socials both during and after the event.

k 0 5 C TI V E

2COLTLEENDEE AT EACH R

8 PAGE 0k V

2X D IEWS EDIC ON WHO ATED WHA WEA T FEAT R URES

SEPTEMBER 12 NEW YORK, NY We hosted an intimate dinner at Tiny’s in Tribeca during NYFW, inviting 11 influencers to join us for a night of delicious food and discussion. All guests arrived in head-to-toe UO and were treated to bespoke gifting, signature cocktails inspired by Out from Under styles, and a threecourse dinner. Post-event, we gifted all attendees a “thank you” mailer to sustain engagement.

NYFW DINNER 40

PIECE S ORGA OF N CONT IC ENT

M 4 . 1

E V I T C E L COL NDEE E T T A H C A RE

157k

ORGA IMPRE NIC SSION S

E D I U G T F I G VIEW E R P

OCTOBER 19 NEW YORK, NY

We hosted a private press and influencer preview at UO Herald Square to launch our annual holiday gift guide. The 705 square foot shopin-shop was home to 85+ products and stayed up throughout the holiday season. The sparkling, tactile product assortment, physcial environment, and experiential activations were tailored to the five senses — and the event proved to fuel and sustain press coverage, social engagement, and sales. During the event, we saw 31 invited attendees come through, featuring press contacts from WWD, The Strategist, Refinery 29, and Highsnobiety. Maya Tuffin (12k) served as our influencer host, taking over Urban Outfitters IG stories showcasing the products and interviewing attendees. Alex Consani (1.9M) stopped by to browse the shop and pop onto our IG stories coverage. Guests had the opportunity to make a festive pom-pom and Gourmand air freshener; add their favorite holiday songs to our collaborative playlist; take a deep dive into their astrology with Vanessa Hardy (2k following); and design a custom-painted affirmation with Alessandra Olanow (372k following). We served up branded doughnuts and everything-bagel pretzels paired with a curated selection of cocktails featuring espresso martinis and cranberry margaritas, complete with branding and dry ice for an added surprise and delight. 36

5 8 0 + GIF

T ARTIC PUBLIS LES HED

+ M 4.C7 H C A E IAL R SO

) D / O / D (+371%

+ 3MNDEE

E T T A D E N I B M CO L A I C SO H C A E R

625K

IG IM

(+83% PRES SIO VS GRID

AVER NS AGE )

E T I U S E M O H OME H

DECEMBER 5-7 NEW YORK, NY

We kicked off the holiday season with eight of our favorite NYC-based influencers for a three day ‘staycation’. Guests were treated to a curated schedule of multi-sensory experiences throughout three boroughs from a uniquely UO-POV. Said experiences afforded the perfect backdrop for content creation and deepened relationships with influencers and their social following. Nine Orchard in LES served as our home base across the three days. The penthouse suite was decorated with festive touches and gift guide products serving as a perfect place to hang out each night -- complete with drinks, snacks, and UO board games. Influencers were outfitted in key styles from Silence + Noise, Kimchi Blue, and Out from Under with each days looks’ tailored to brand sensibilities. We transported influencers to secret (and not-so-secret) locations around NYC in a custom branded Fujifilm Party Bus, decked out with party hats, Fuji QuickSnap cameras, and the UO-exclusive INSTAX Mini 12 camera to promote further content generation. Post event, we developed the QuickSnap cameras and sent influencers a ‘thank you’ box filled with goodies, including their snapshots from the event, to sustain engagement.

156

PIECE S ORGA OF N CONT IC ENT

+ M 3CO.LLECTIVE E E D N AT TE REACH

$338k EMV

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HYPE LAUNCH PARTIES

We love to celebrate new capsule collections and product drops with dedicated hype parties that drive awareness, amplify the launch and promote conversion.

JANUARY 19 LOS ANGELES, CA

To celebrate the first of a three-capsule collab by Round Two x Nickelodeon x Urban Outfitters, we hosted a launch party at UO Melrose in LA. The event served to generate hype and announce the partnership with over 400 people in attendance, including Spongebob Squarepants (7M followers) and Super Duper Kyle (3.3M followers). Rakeem Miles (200k followers) and Sean Wotherspoon (1.1M followers) served as our gracious hosts and DJ WaveIQ (17k followers) was spinning hip-hop remixes through the night. Activations included a Bikini Bottom tiki bar, immersive photo booth, cotton candy cart complete with edible glitter, and elevated giveaways featuring branded enamel pins, bubbles, slime, ‘stress pineapples’, and a highly coveted sticker sheet.

~400 AT TENDEES

5 5 0 + UN ITS SO

% 4 1 2

C I F F A R T E T R N O E ST ING EV LY DUR S COMP R U HO

SEPTEMBER 13 NEW YORK, NY SENITMENT @ EVENT:

s r u o h 3 e v o r d “We a i n a v l y s n n e P from e v o l e W ! e r e h e to b Lar ray!”

To celebrate the launch of House of Eight, a new scent by Larray x SNIF, we hosted an in-store appearance at UO Herald Square. The first 300 fans had the opportunity to meet Larray, take a selfie, and shop the exclusive fragrance. As a special GWP, customers received a sample of the SNIF Sweet Ash fragrance.

4LA3M

RRAY COLLE C SOCIAL TIVE REACH

+ 0 90

C I F F A R T E T R N O E ST ING EV DUR OURS H

7 5 % OF UN

ITS SO LD DURIN G EVEN T

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MUSIC

Music is interwoven in our brand DNA, and we offer customers exclusive access to emerging talent through meet & greets, instore appearances, and live performances. We deliver on exclusive merch, vinyl, and product setups that highlight our retail brilliance and affirm our authority in the space.

O G R A M E C I R P T E E R G & T E ME

4 1 Y R A U N JA N T , E L L I V H S A N

1 # S T I N U N I M ITE

S A W D SOL L Y N I V S Y A R T S

+40% STORE TRAFFIC

CHRISTIAN KURIA MEET & GREET

JANUAR Y 25 SAN FR ANCISC O, CA

% 7 5 1 + 2 # L Y VIN S S A CL

+70%

TECH + ME DIA SALE S@ S TR 1 5

E I N A L E M INEZ T R A M T E E R G & T E ME

1 3 H C R A A C M , S E L E G N A S O L

9.S6M+ OC

I A L IMPRESS IONS

% 2 3 1 + TRAFFIC STORE EVENT G N I R U D S R U O H

% 9 1 2 + Y L P M O C S E SAL

T-PAIN

MEET & GRE ET JUNE 9 MILW AUKEE

, WI

% 0 6 +

S E L A S E R O T Y S L P COM

7.2M

PART N COLL ER ECTIV SOCIA E L REAC H

% 9 +7E TRAFFIC

STOR

E L L E N JA E Á N O M T E E R G & T E ME

1 1 E N JU A C , S E L E G N A LOS

1C6.5M+ OLLECTI V E SOCIAL REACH

% 2 2 1 + E TRAFFIC STOR

+56% STORE SALES COMP LY

MEET & GREET

KIM PETRAS

JUNE 24 BROOKL Y

N, NY

+65% STORE TRAFFIC

M 2KIM E

V I T C E L L O C OCIAL S H C A E R

A L L E H C A O C P U P O P L A V I T S E F

1 2 + 4 1 L A I C R , Y AP E L L A V A L L E H C A O C

M 1 8.

S N E L P A S SN N O I S S E R P IM

Urban Outfitters was invited to pop-up at the exclusive TAO Desert Nights afterhours parties on Friday, April 14 and Friday, April 21 at a private estate during the Coachella Music Festival. We were the exclusive apparel and beauty partner, and our footprint featured a glam station fueled by top UO Beauty brands, highly coveted giveaway bags, and a Fujifilm photo booth. Influencers posted before and during the event amplifying our presence.

COLLECT I V E REACH O F INFLUEN C E R AT TENDE ES

TRANS-P ECOS FESTI VAL P OP-UP

We spread the word about Urban Renewal and reached new vintage-loving customers as an official partner of the Trans-Pecos Festival. Attendees had the opportunity to shop our curated collection of one-of-a-kind finds featuring femme dresses, crochet knits, denim, and bedazzled Texas-themed apparel. With a prime location in the retail circle directly across from the stage, Urban Renewal was prominently placed to capture foot traffic and engage with guests before, during, and after performances.

SEPT 26-O CT 1 MARF A, TX

% 7 3 +

N A B UR L A W E N E R L I A T E R T UP A P LY COM

1 ,500

AT TEN D

EES

E M I T G N I K A M P U P O P L A V I T S FE

4 2 2 2 R E B A M P E , T A P I E H S P L E D A L I H P

Urban Outfitters took Fujifilm to Making Time ∞ Music Festival in our hometown of Philadelphia to create engaging content and capture memories using the INSTAX Mini 12 camera. Jamie xx headlined the festival (359K+ followers) with 100+ musical acts across the three days. UO was featured in social coverage across Making Time and UO owned channels, with the UO Instagram Grid post seeing highest views of the week.

1 ,500

PHOTO S HANDE D OUT AT TEN TO D BRAND EES IN ED FR AME

+ k 0 5 3 L A I C O S G I O S U N O I S S E R P M I

Niall Horan stopped by UO Herald Square to promote his new album The Show available in UO exclusive frosted glass vinyl. He signed copies of the record and took photos in a digital photobooth that replicated his album cover. A few lucky fans got photos with him and the signed vinyl sold out within the hour.

NIALL HORAN

JUNE 9 NEW YORK ,

6.2M

SOCIA IMPR L E DRIVE SSIONS N BY UO + NIA LL PO ST S

U 2 26E SHOW

TH SALES L Y N I V D N A M E D AT

S E L G N I S Y A D UO celebrated our 4th Singles Day on 11/11, releasing eleven UO Exclusive 7” singles from top music artists including Billie Eilish and Lady Gaga. To drive hype and excitement, we dropped artist teasers on social and web on 11/7; created an enhanced site experience; and amplified messaging on social with dedicated posts featuring each artist. This event is highly anticipated by our hyper-engaged vinyl and music customer. On the day of launch, four titles sold out within hours. Sales this year also surpassed the previous Singles Day reaching $332K in demand +56% to LY. ASSORTMENT • Billie Eilish – What Was I Made For? • Lady Gaga – G.U.Y. • Charli XCX x Tiësto – Hot In It • *NSYNC – Better Place • Mariah Carey – Hero • Noah Kahan – Dial Drunk featuring Post Malone • Sabrina Carpenter – Nonsense • Lil Uzi Vert – I Just Wanna Rock • Pink Pantheress – Boy’s a liar Pt.2 featuring Ice Spice • Clairo - Sofia • Lizzy McAlpine – ceilings

L I A T E R S P U T E S I K S T I M

OLIVIA RODRIGO

E H T x V T M G N I L L RO ES N O T S

HIP HOP 50

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CULTURAL CELEBRATIONS We bring our core values to life through cultural celebrations that foster in-person connection and amplify creators and organizations who work to push society forward.

K C A L B RY O T S I H TH N O M Urban Outfitters honored Black influence, culture, and history with a month-long celebration featuring Black artists and advocates who move us and who move our culture forward. To kick-off the festivities, UO teamed up with seven prominent Black creatives for the release of UO-exclusive capsule collections with a first look at the assortment available during First Saturday at the Brooklyn Museum on February 4th. The collections featured original designs by artists Kehinde Whiley, Ron Bass, and Mía Lee, in addition to fashion brands PISHPOSH, Riveriswild, Electric Circus, and musician Oswan Benjamin. In addition to the capsule collections, we worked with Mitchell & Ness on Cheyney University’s first branded merch drop. Cheyney is the nation’s first HBCU (established in 1837) and the collection was available exclusively at Urban Outfitters. A portion of the proceeds from each piece in the collection were donated to the university and we popped up on campus during alumni weekend affording past and current students to shop the collection.

C I N A P S I H TAGE I R E H NTH O M

We honored Hispanic influence, culture, and history with a month-long celebration featuring creatives who represent the diverse backgrounds and rich traditions of the Hispanic community. UO teamed up with eight creatives across fashion, art, music, and culinary disciplines to tell their unique brand stories through exclusive UO capsule collections. The collections featured original designs by Guava LA, Hermanos Koumori, Bueno, Rebecca Maria, Peralta Project, Pangea Sound, Chef Paola Velez, and Porto’s Bakery & Cafe. We produced a ‘Happy Hour’ event in partnership with Porto’s that featured custom coffee sleeves and during the last two weeks of HHM customers received a free Dulce de Leche on Friday with any bakery purchase. Further, we sponsored Pangea Sound’s two-year anniversary party in LA. We created a dedicated Spotify playlist; their team was dressed in the UO HHM collection; and discount codes were distributed to attendees to shop the collection.

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REGIONAL EVENTS

In 2023 we supported 73 regional events across the US and Canada. Store teams had the opportunity to pitch and produce microexperiences that catered to their local communities while laddering back to broader brand initiatives.

FESTIVE HOLIDAY PARTIES

L A C LO R O D VEN TS E K R MA

CREA T WORK IVE SHOP S

THANK 72

YOU 73