New York CNN —
Selling baggy jeans isn’t enough to win over Gen Z. Urban Outfitters, the young adult retailer known for its alternative, vintage-inspired styles, learned this the hard way.
During its most recent earnings call, the company candidly admitted it didn’t know how to market to the demographic that made it a household name — young people. Urban Outfitters is now staging a turnaround, with the ambition of finding the success of rivals like Abercrombie & Fitch.
Among its mistakes, the brand acknowledged missing the “rapid and seismic shifts” between millennials and Gen
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