The European managing director of Urban Outfitters says this about the retailer's merchandise:
Contrary to the trend of outsourcing production and encouraging fast adoption and fast disposition of fashion, Urban Outfitters is promoting an own-brand label that is sourced and made in the UK from fabric remnants. Not only does the ReWork brand represent up-to-date fashion, it makes the most of UK design and materials. The result is, therefore, a bit experimental and feels like a limited-edition product line because the clothing items are made from remnants--with the actual remnants inspiring the designers, rather than the designers searching for material after creating a style. ReWork also helps the retailer polish its sustainability credentials.Currently around 20% of our offer is our own-brand edit and the rest own buy. The mix of both is really important.
Urban Outfitters reaches its European and UK target audiences through a variety of social media, including Pinterest, Instagram and Twitter.