• by Tanya Gazdik , 8 hours ago

Urban Outfitters is placing heavy emphasis on experiences catering to Gen Z in its back-to-school campaign.

“‘UO Haul’ commenced May 19 with a Manhattan scavenger hunt that led participants to a fleet of glass-walled trucks themed around dorm room aesthetics,” according to Marketing Dive. “Select winners later attended an event with live music from Katseye and a preview of the brand’s back-to-school assortment.”

Each truck has been transformed into a Gen Z dorm room and styled to reflect a distinct aesthetic such as “Pretty Haul,” “Pregame Haul” and “Plush Haul.” 

The members of global girl group Katseye say they embrace being a part of Gen Z.   

“Katseye’s latest partnership with Urban Outfitters taps into that same spirit of creative freedom,” according to Billboard. “As the faces of UO’s new campaign — a back-to-school-inspired activation that includes pop-up experiences, lifestyle ‘haul' trucks, and a high-energy live performance — they’re spotlighting what it means to be young, expressive, and unapologetically yourself.”

Phase two of the effort is “Special Delivery,” a celebration of recent graduates in June that includes a partnership with Collegeboxes by U-Haul to assist with moving. 

“Three students will win $1,000 in Urban Outfitters products and a move-in experience from Collegeboxes by U-Haul, which includes door-to-door service to handle their move from home to campus,” according to Chain Store Age. “Winners will be announced the week of June 23. Later in summer 2025 and into fall, Urban Outfitters will roll out a 20-store ‘Campus Essentials’ pop-up experience in key college markets. These temporary shops will feature university-inspired collections, ranging from graphic apparel and accessories to home items like drinkware, lighting, and bath essentials.”

Separately, Urban Outfitters announced a new store concept dubbed On Rotation.

“Featuring “lounge-style” in-store installations, the retailer is partnering with brands to foster discovery, specifically for Gen Z,” according to Retail Dive. “Nike is the first On Rotation partner. A curated assortment of over 150 apparel and footwear items from the brand will be in-store and online. Future partnerships will focus on fashion, lifestyle and design.”