Samenvatting

Urban Outfitters is a U.S. based global fashion retailer that offers an eclectic mix of products. These products range from apparel and accessories to home décor items and gifts. The brand targets an urban-minded audience between the ages of 18 to 30. Although Urban Outfitters is operating in one of the most dynamic and competitive industries, the brand tries to maintain and further develop its competitive advantage by identifying new markets overseas.
This paper determined if The Netherlands serves as the right market for Urban Outfitters to further expand and explore. The following research question was formulated: How can Urban Outfitters expand on the Dutch market?
To answer the research question, both field and desk research were conducted. With these research methods, Urban Outfitter’s strengths and weaknesses were assessed, the external factors influencing the company were analysed through a DESTEP analysis, the market characteristics were explained through the five forces of porter model, UO’s growth strategy was explained using the Ansoff model and the Maslow’s hierarchy of needs model was used to identify UO’s customer’s needs. In addition to these tools, a survey was also conducted among their Dutch target audience. After processing the customer’s surveys, it was evident that a majority of the Dutch customers considered the retail prices of Urban outfitters too high. Moreover, a great number of people considered UO’s biggest strength in its broad product range, and almost all the correspondents expressed that sustainability is an important issue. Furthermore, after analysing UO’s strategy, it is clear that their strategy does not need to change drastically to align with the Dutch market. However, in order to create a better fit for Dutch market, the company should respond to these survey results by modifying their strategy to the conditions in The Netherlands. Firstly, the company must maintain its diversification and value added strategy to justify their pricing strategy in the future. This can be done by continuously introducing new products and by keeping their product range eclectic.
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Secondly, sustainability and ethical trading could be an important aspect of Urban Outfitters future promotion strategy. By promoting and supporting eco-friendly fashion, through eco-friendly product lines or by working with eco-friendly designers, UO could set itself apart from its competitors and attract new customers who may be interested in acquiring products from an environmentally conscious business. Furthermore, Urban Outfitter could improve their promotion strategy by generating more brand awareness through collaborations with well-known Dutch designers and bloggers. By collaborating with these bloggers and designers, the company could create an initial buzz and consumer interest for the brand.