Urban Outfitters was selling t-shirt with phrases that were inappropriate for their target audiences and caused a major controversy. These t-shirts had phrases such as “I Vote for Vodka”, “I drink, your cute” and “Eat less” and pink marijuana leaves motifs printed on them. Some shirts had pills bottles and shot glasses. This was surprising for the public. Many believed that the shirts promoted un-safe sex, drugs, alcohol consumption, smoking and anorexia. Urban Outfitters target audience is primarily ages 18-24 but occasionally also under 18. Many people requested the shirts to be removed from the market because of their inappropriate content.
As a publicist of Urban Outfitters, I would apologize to the public for the perception that the products created. After such a controversy, Urban Outfitter might need brand repositioning in order to create a better image of the company and recover from the bad perception it has. A good way would be to launch clothing that has more positive messages and that is more conservative. Urban Outfitter might have to do a big promotion in order to increase sales due to the negativity therefore promotions may be beneficial. Another great idea would be if the company would be involved in more positive events and organizations such as a non- profit or giving back. Tom’s shoes donates a pair of shoes to a child in need for every pair bought. Implementing a similar positive marketing plan as Toms, would recover Urban Outfitter's reputation more positively.
As a publicist of Urban Outfitters, I would apologize to the public for the perception that the products created. After such a controversy, Urban Outfitter might need brand repositioning in order to create a better image of the company and recover from the bad perception it has. A good way would be to launch clothing that has more positive messages and that is more conservative. Urban Outfitter might have to do a big promotion in order to increase sales due to the negativity therefore promotions may be beneficial. Another great idea would be if the company would be involved in more positive events and organizations such as a non- profit or giving back. Tom’s shoes donates a pair of shoes to a child in need for every pair bought. Implementing a similar positive marketing plan as Toms, would recover Urban Outfitter's reputation more positively.