Analysis Of The Kent State Sweatshirt Controversy
EXECUTIVE SUMMARY
The purpose of this report is to examine the impact the Kent State sweatshirt controversy had on Urban Outfitters. Urban Outfitters is a brand that strives for customer loyalty and prides itself on understanding its core customers. This knowledge allows Urban Outfitters to produce merchandise that is distinctive. The company constantly pushes the boundaries of fashion to maintain its rebellious image. As a result, the company has been scrutinized for it multiple controversies, the most recent being the Kent State sweatshirt controversy. Whether Urban Outfitters benefits from the controversy is up for debate. However, the business report indicates that Urban Outfitters did earn a profit in the fourth quarter after the sweatshirt
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Its ability to understand and connect with its customers allows Urban Outfitters to produce merchandise that is both compelling and distinct. It is because of this need to be different Urban Outfitters has been targeted by the public for its provocative merchandise. With its track record of marketing offensive clothing, Urban Outfitters has managed to insult every type of demographic out there. More recently, the company has been under scrutiny for its latest controversial piece of clothing—the Kent State University sweatshirt.
In September 2014, Urban Outfitters found itself at the nexus of a social media storm after a faux bloodstained sweatshirt appeared for sale on its website. The sweatshirt was widely interpreted as a reference to the Kent State University massacre in 1970, in which four unarmed students were killed during a Vietnam War protest (Snyder). After the university expressed its outrage, Urban Outfitters responded with an apology on
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Initially, Urban Outfitters exported a bohemian, fun look that later transformed into a contemporary store about clothing, music, and decorative items. Unconventional, retro, and vintage are a few words that would describe the new culture the Urban Outfitters stores are trying to portray. The clothing company is known for catering to a “hipster” culture and fashion that incorporates influences from past decades. As times continue to change, Urban Outfitters has adapted to the modern values and has capitalized on how to incorporate those values into its clothes. In efforts to preserve its unconventional style, Urban Outfitters continues to push the limits of its clothing line in efforts to draw more attention to its stores. Urban Outfitters is just as bold as its customers and is recognized in society for its daring
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