“Ok AESTHETICS!!!“ - YouTube user D S
UO Home needed help. Business had slumped following a misguided (but well-intentioned) dalliance with Memphis Group postmodernism, and we needed something to recapture the customer’s imagination. It was time for a full-scale campaign to relaunch the brand. So we started by breaking things down. What was UO Home? What did it offer? How did it fit into the lives of our customers? And it turned out that the answer was actually not one answer, but three: Peace, Love & Play. Three sensibilities, three ways our customers live their lives at home, three lenses through which to view the brand’s offerings. It was very of-the-moment—inclusive, self-aware, deliberately wrapped in layers of new age mysticism, wellness lingo and kitsch—and it helped organize a scattered, second-billing side business into a brand with a real, recognizable point of view. The initiative was rolled out just a few months ago with a full suite of launch materials (including the re-merchandising of all 200+ Urban Outfitters stores to reflect our new Peace Love Play scheme), and the response has been amazing. Sales are up, people are talking, and as mentioned above… the aesthetics are resonating.
