the parade is making its way At Urban Outfitters, marking the innerwear start-up’s first physical retail experience. On Wednesday, the two are celebrating a limited-edition collection A launch party that evening at Urban Outfitters’ New York flagship in Herald Square.
Excerpts from the Parade x Urban Outfitters collection.
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“it’s important [Urban Outfitters] to support up-and-coming talent and which extends to For both the entrepreneurial spirit and the brands in our assortment,” Laura Deddy, senior managing director, purchasing for Urban Outfitters, told WWD. “Our customer knows us as a retailer of new products and looks to us to provide an element of discovery. Parade is exactly that.”
He added that “for the parade, a partnership with” [Urban Outfitters] delivers performances nationwide beyond the reach of its incredible community.”
The Parade x Urban Outfitters collection includes bras and underwear in a variety of colors, prints and fabrics.
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In fact, the parade was founded online by Cami Tellez, who served as the brand’s CEO just three years ago. In January, Tellez told WWD that her goal in starting the company was “to build a value brand that stands for deeper values like sustainability and inclusivity.”
Aaron Rose Philip models at the Parade x Urban Outfitters Collection campaign.
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Tellez said the message resonated with consumers, helped Parade build a loyal following and increased revenue by 200 percent year-over-year. The firm has also raised more than $50 million in investor funding and opened its brand’s first brick-and-mortar experience – a pop-up in New York City that Will be open during the rest of the year – last December.
The Gen Z CEO recently said, “It has become important for us to expand our consumer touchpoints with our community beyond fully engaging online. It was important for us to partner with a like-minded brand and with Urban having the same passion for arts, culture, music, fashion and community, we couldn’t be more excited to associate with them for our first retail roll out could. ,
“To help bring urban customers even further into the world of parades, we are thrilled to bring them a collection that blends our love of full spectrum bright colors, fun prints into our best-selling clothing, ” Telles added.
The Parade x Urban Outfitters collection includes lots of bright colors.
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The 18-piece collection includes bras and underwear in a range of prints, colors and sustainable fabrics. four styleses will be exclusive to Urban Outfitters and will be available Wednesday at the Herald Square flagship. complete collectionIt will be unveiled on August 1 at UrbanOutfitters.com and 25 Urban Outfitters locations across the country.
“We chose our top 25 doors based on a combination of foot traffic and sales and additional factors, such as which doors could accommodate the business strategy and where Parade saw an opportunity to tap into new markets,” Deddy explained. “We truly believe in Parade and are thrilled to launch them with such a strong footprint.”
He said the partnership is limited edition for now, but Urban Outfitters is excited to “measure consumer appetite.” We certainly look forward to continuing our special partnership.”
Parade x Urban Outfitters innerwear piece.
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Revenue at retailer – which includes nameplate brands, Anthropologie Group, free people, terrain and terrain, rental subscription service Nuuly And more and more a food and beverage business — under the company’s umbrella — grew in the most recent quarter. But like the rest of the retail industry, the gains were offset by rising costs, excess inventory and other inflationary pressures in the supply chain.
Company CEO Richard A. Hene told analysts in May The Urban Outfitters shopper is “the most sensitive to inflation. They are generally smaller and earn less than their Anthropologie and Free People counterparts.”
Still, there are some tailwinds working in the brand’s favor, such as the return of in-person events and consumers’ desire to be ready once again.
“We know that our customers look to us for innovation and trend and we aim to partner with brands that align with the shared values that are important to our customers,” Deddy said. (A select few include apparel brands such as Miao, Krost, and Zefarina.)
“We want to be a one-stop-shop where [the consumer] Knows they can use special products that aren’t available anywhere else,” Deddy explained. “We’re confident our customers will respond” [Parade] After getting acquainted with our current bestsellers beforehand, [including] Our own out from under label.
“whereas [Urban Outfitters] Definitely aiming to support these brands in terms of sales, our buying commitment really lies in [Urban Outfitters] brand recognition,” she added.
Campaign photos from the Parade x Urban Outfitters collection.
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The Parade x Urban Outfitters marketing campaign was shot on location in New York and featured models Tess McMillan, Noah Carlos and Aaron Rose Philip. The collection ranges in price from $9 to $36 and comes in sizes XS to 3XL. It is also the first carbon-neutral underwear collection to be launched at Urban Outfitters. A percentage of all sales from the collection will be donated to the Transgender Law Center to help support the trans community.
Originally published at Pen 18
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