Urban Outfitters Case Study

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The company was founded by the current CEO in 1970. Its journey began with one store that offered second-hand clothing, furniture, jewelry, and home décor for college-aged customers in a casual fun environment. Its journey began with one store targeted towards college-aged customers. The store was originally named Free People but soon changed to Urban Outfitters. After a decade, the company opened its second retail store. The company has taken a consistent gradual approach to expand its store base. As the original customers were entering new life stage, the company wanted to evolve and serve them. So, in 1992 it started an Anthropologie store - mirrors Urban Retail but tailors its merchandise and shopping environment to appeal to older, more

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