Shaken, Not Stirred


The Urban Outfitters in Brooklyn recently applied for a license to serve alcohol in its store.

Does the brand’s move make sense? Why?


6 thoughts on “Shaken, Not Stirred

  1. Amaryllis Jones

    It seems as though Urban Outfitters has been trying to be a rebel lately. From their “Eat Less” t-shirt design to serving alcohol in stores…I can only wonder what is going through the minds of their Brand Managers! To me, this does not make sense. Maybe serving coffee or high-quality juices considering its “hipster” image and a need to be unique…but alcohol? When I think of Urban Outfitters I think of Starbucks, Jugo Juice and Cultures not the Fox and the Fiddle. Take my advice…stay away from the drinks before shoppers become sloppy and soil those $60+ linens!

  2. Olivia Everett

    I agree with Amaryllis, the idea of serving alcohol in Urban Outfitters seems a bit extreme. Although we learned in this weeks readings that offering customers food and drink while shopping can help give customers a positive experience, I don’t think alcohol is the appropriate choice. I’ve also personally shopped in the Urban Outfitters in downtown Toronto many times, and the stores are often very busy and crowded, and the employees are not too attentive on their customers, so I feel that there would be a lot of spills and damaged merchandise if the Brooklyn location is the same way. Seeing as the target market for Urban Outfitters is teens and young adults, a lot of their customers wouldn’t be legal drinking age anyway, and could potentially cause legal issues for the company.

  3. Amaryllis Jones

    I never thought about that Olivia! The age for drinking in the states is 21 which is higher than Canada at 19! Even the trend with these stores like Urban Outfitters, Abercrombie and Aritzia is that their main target is young women (18+) but they attract girls as young as 13! These young girls idolize these fashion trends and I can’t help but wonder how UO will control under-age drinking and fake I.D.s in the store. This is deep water to thread…

  4. Vicky Kulic

    I would disagree with the former comments. Although I don’t believe that this should be integrated into every store, the “Williamsburg [store] is an influential hub for indie rock, hipster culture, and the local art community” (Wikipedia). To me this seems fitting in helping themselves differentiate in an area that is rapidly developing in retail and is full of wealthy patrons. Alcohol and the image that Urban Outfitters seems fitting. In addition, Brooklyn is a hub for urban culture and cool new trends, serving alcohol in this location is just another rebellious and interesting way to fit into a neighbourhood like this and draw in customers. Plus when you’re drunk or tipsy you use less rational when doing things so you’ll probably buy more and get things on a whim.

  5. CharlotteWilson

    I see where all comments above are coming from, I agree that in most store settings especially Urban Outfitters located in malls would not be an ideal place to be serving alcohol…leave it to the restaurants in the mall. At the same time I do agree that it could be a way to differentiate themselves from other trendy clothing stores, but it would have to be done in the right stores, located outside of malls. As Olivia mentioned though it would be important to create an area in stores where you can be served and have your drink instead of wondering around the store. That then begs the question as to if customers could be bothered with it.

  6. tiffanywtlee

    I am actually so surprised when I see this! I do not agree that The Urban Outfitters should serve alcohol in stores. Agree with Olivia, serving alcohols in store would eliminate its target audiences from young adults to adults that are legal to drink. From a customer’s perspective, I would choose to shop less at this store just because I think serving alcohol would cause a mess as it might spill onto the clothes and employees might have to deal with the situations when people get drunk. It also seems to me that serving alcohol in a clothing store might dilute the brand meaning.


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