Back-to-college campaign aimed at sparking decorating excitement among Gen Z

PHILADELPHIA — Urban Outfitters, which offers a line of home décor along with its fashion and accessories, has launched a multi-pronged campaign incorporating Pinterest, influencers and an in-person experience to compel Gen Z consumers to find their style and make some back-to-college purchases in the process.

Calling the campaign “Shift Happens,” Urban Outfitters is targeting its audience via marketing, social and retail channels. A “Space Shift” in-person two-day event kicked off July 10 at The Chelsea Factory in New York, featuring 10 multifunctional spaces and experiences inspired by Pinterest trends and dedicated to showing Gen Z how they can create their personal sanctuaries.

“Every year, college-bound students turn to Pinterest to find inspiration for the school year ahead,” said Sara Pollack, global head of consumer marketing at Pinterest. “Whether it’s to design their new dorm room or to furnish their first apartment, Pinterest helps Gen Z students explore new aesthetics and discover fresh ideas. And this year, we’re partnering with Urban Outfitters to help bring them to life.”

Urban Outfitters tapped a group of Pinterest influencers to share their own aesthetics using UO products ranging from furniture and rugs to bedding and lighting. Visitors can view the spaces at Space Shift and shop influencer picks, which are also featured on the UO website. The retailer, in conjunction with Pinterest, is offering five people the chance to win $5,000 in Urban Outfitters’ products to bring their Pinterest board to life.

“As we embark on the next phase of growth for Urban Outfitters, our mission to fuel the next generation of individuality burns brighter than ever,” said Shea Jensen, president of Urban Outfitters. “Our team is constantly curious about what drives young customers today. We recognize the coming-of-age experience can be overwhelming and filled with the unknown. Our goal is to make the transition to adulthood an empowering and inspiring journey.”

Along with the Space Shift experience, Urban Outfitters will roll out 20 pop-ups in key college markets with products meant to complement its dorm and home-adjacent items, including lighting, bath accessories, drinkware and stationery as well as collegiate merchandise.

See also:

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