An introduction describing in full our Spring/Summer 2014 trend for Urban Outfitter's: 'Nomadic Adventures: Let the Good Times Roll' and how is applies to our target market.

1. Urban Outfitters:
Let the Good Times Roll
Festival Culture & Nomadic Adventure
Urban Outfitters is a multi-channel retailer that specializes in women’s apparel and
accessories, men’s apparel and accessories, and home goods. Urban Outfitters has
established a strong lifestyle brand by providing its customers with the most current and
up to date trends, as well as offering eclectic styles in their merchandise mix.
As a brand, Urban Outfitters reaches out to their customer by promoting a lifestyle
to young, urban minded individuals who have a strong interest in fashion, art and music.
The target customer for urban outfitters is a young man/woman, ages 18-30 years old, with
an income of $40,000-80,000 and who is educated with a college degree or beyond. (Urban
Outfitters.com) He/she spends their free time and disposable income attending music
festivals such as Coachella, Lollapalooza, and Sasquatch. They have a strong interest in
fashion with a bohemian, edgy and eclectic style. They also enjoy outdoor activities such as
beach trips, hiking, biking, camping and traveling.
Using influences of music, world travel and nature, the macro-trend our team will
focus on for the Spring/Summer collection of 2014 will be Festival Culture & Nomadic
Adventure: Let the Good Times Roll. The feeling of this trend encompasses gypsy lifestyle,
and the care-free, light hearted nature of wanderers. Choosing easy breezy styles with
earth-tones, lush greens and vintage prints will embody the mood of this trend. There is an
essence of nostalgia that pairs with chic, hippy styles in faded colors and prints. The use of
florals, vintage prints, and ethnic patterns will also drive this collection.
More specifically, looks termed Wanderers and Songs, Camping and Nostalgia,
Hippies and Holiday, and Gypsies ad Fashion have really driven this trend. The quote “Not
all those who wander are lost” by J.R.R. Tolkien really sets the mood for this trend. These
styles encompass the nomadic wanderer and their carefree life style of singing songs on the
side of the highway, the free spirit hippy listening to music with friends at the latest music
festival, and those retreating back to nature and exotic cultures through travel and
adventure. (Nomadism, Trend Union Sp/Su13)
Festival fashion has proven to be a strong and successful trend for Urban Outfitters
in past and current seasons; however our forecast shows a shift in attitude of this target-

2. market. Our team sees this trend evolving from the up-beat, electronic energy created with
bright neon accents, rainbow color schemes and bold graphics that have dominated this
current season. Let the Good Times Roll exudes an easy going attitude of peace, love and
happiness that transpirecolors inspired by nature. These include colors of seashells in the
sand, the red-burnt earth of the dessert, lush rolling green hills, paired with flashy accents
of gypsy gold, bright purple, urban orange and ethnic prints.
As the Fashion Directors of Urban Outfitters, we see this trend being successfully
adapted to the lifestyles of our customers. As a lifestyle brand, Urban Outfitters will not
only create this nostalgic feeling through apparel and accessories but also provide home
goods that represent the trend as well. By staying consistent with the Festival Culture and
Nomadic Adventure: Let the Good Times Rolltrend throughout each category, Urban
Outfitters will continue to build brand equity by strengthening the lifestyle that embodies
the brand.

3. Sources:
Edelkoort, Li. Nomadism, On The Road To Fashion.Paris(30 Boulevard Saint Jacques,
75014): Trend Union, 2012. Print
"URBN INC : Urban Outfitters." URBN INC : Urban Outfitters. N.p., 2013. Web. 11 June 20