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Case Study | How to Build a Customer-Centric Brand

For 50 years, Urban Outfitters has managed to ride the waves of mid-priced apparel retail without succumbing to the steady decline of its competitors. The key to the success of its brand stable — which also includes Anthropologie, Free People and Nuuly — is the company’s belief that the customer should define the product mix, not the merchant.
How to Build a Customer-Centric Brand
How to Build a Customer-Centric Brand (BoF)
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By the end of 2020, the American mall was in shambles. An outcome 40 years in the making, many venerable retailers had filed for bankruptcy (Neiman Marcus, J.Crew, Brooks Brothers, J.C. Penney) or experienced further setbacks that set them on a steeper decline that could still take years to play out (

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