How can Urban Outfitters bring style advice to a shopper in their PJs?
43% of shoppers said styling advice would lead them to choose one retailer over another, especially at a store known for bold accent pieces like Urban Outfitters, but retail is becoming an on-line affair without a sales assistant or BFF in the dressing room.
Create an on-line retail experience that revolutionizes picking an outfit by using style experts to assign each piece of clothing a different sound.
URBAN OUTFITTERS IS KNOWN FOR BOLD PIECES
Through social listening, interviews and a store walk through, we pinpointed that Urban Outfitters is known for distinct, individualistic accent pieces.
Urban Outfitters pushes you to boldly discover you.
OUR AUDIENCE WANTED HELP CREATING OUTFITS WITH THESE PIECES
* 44% said it would be helpful to hear from a personal stylist when deciding what to buy (Mintel)
* 57% said they would be interested in advice on how to wear a product in-store or online (Mintel).
PROBLEM: How can Urban Outfitter's give style advice to a shopper who is never entering their stores?
MUSIC IS THE URBN SOLUTION
The brand’s alternative roots sink deep into culture, especially music. Enter our partner: Roli music technology. We used their sound database to create unique sounds for every item of clothing. Each basic piece received a more blend-able sound while accent pieces were given a more intense and recognizable sound. With Urban Vibes, Urban Outfitters created a new way to shop: a way to find your style, your sound.
STRATEGY: Revolutionize picking an outfit by assigning sounds to each piece.
USER TESTING AND COURSE CORRECTION
Then we hit a hiccup. Through user testing we discovered that shoppers did not trust an impersonal algorithm to pick their outfit. We course-corrected and employed three well-known Instagram influencers to share about the process behind assigning specific sounds to each item of clothing.