Question · Q4 2026
Janet Joseph Kloppenburg asked Shea Jensen about Urban Outfitters' strategy to broaden its assortment and customer targeting, if its pricing strategy has changed, and how the European strategy compares to North America.
Answer
Shea Jensen, President, Urban Outfitters, Inc., explained that UO identified an opportunity to broaden its assortment beyond a niche focus, by investing more in popular categories like denim and lounge (BDG and Out From Under), which customers have responded to positively. Shiela Harrington, President of Free People Brand, Urban Outfitters, Inc., added that while consumer focus is strong across both regions, product preferences differ, and there is great collaboration and product sharing between North America and Europe, with significant growth coming from multiple European countries.
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