Analysis of Urban Outfitters and an everchanging fashion industry evidenced a sustainability strategic gap. I, therefore, chose to produce a sustainable range for my Strategic Buying Project. This range consists of two Spring Summer 2021 phase drops for Urban Outfitters. Trend analysis and translation was undertaken and applied within the product development of the ranges. Development decisions directly reflect the chosen trend, the suitability for a sustainable range whilst aligning to Urban Outfitter’s current product offerings. Sustainability considerations were put at the forefront of technical and merchandising decisions, such as fabric and sourcing requirements.
The spring summer 2021 Urban Outfitter’s sustainability range will ultimately produce brand benefits such as financial gain through the acquisition of a new target market who make purchasing decisions based on environmental factors.