Urban Outfitters continues to invest in elevating its retail experience for Gen Z through the launch of its latest omnichannel campaign, "UO Haul."
Described as a "360-degree customer experience designed to support students through one of the most defining chapters of their lives," the new campaign centers on Gen Z's currently graduating, heading off to college or university, or moving to a new dorm.
Urban Outfitters' new omnichannel campaign focuses on students' life transitions
Showcasing curated products from Urban Outfitters and partner brands, the omnichannel campaign includes citywide pop-ups, surprise giveaways, and interactive events that aim to inspire Gen Z in this next phase of their lives.
"Back to campus is a pivotal moment for our Gen Z customer. It's about more than just what they need, it's about who they're becoming," said Cyntia Leo, Head of Brand Marketing at Urban Outfitters, in a statement.
"With UO Haul, we're proud to celebrate and support them through every step of their journey. We're showing up alongside incredible partners to serve our customers in the moments that matter most. From moving into their first dorm or apartment to refining their style, we're here to help make the transition feel effortless and uniquely theirs."
The new campaign and experience officially began on May 19, when the retailer hosted a citywide scavenger hunt for customers in Manhattan, New York City. Customers were invited to follow hints that led them to a fleet of glass-walled trucks, which has been turned into a dorm room reflecting a particular aesthetic, such as 'The Pretty Haul,' with floral prints and playful dresses, 'The Pregame Haul,' with night-out looks, and 'The Plush Haul,' with soft loungewear and fluffy pillows.
Following the scavenger hunt, a few chosen winners were invited to attend an exclusive experience scheduled for May 20 with breakout global girl group Katseye. Known for their Billboard Hot 100 debut with the hit single "Gnarly," invited guests will enjoy a live performance by the group and a first look at the season's essential back-to-campus fashion picks from Urban Outfitters.
"Urban Outfitters has always been a place where we find pieces that feel true to our styles, vibes, and home. So, teaming up with UO for Back to Campus just made perfect sense," said Katseye in a statement on partnering with UO. "This season's all about self-expression, core memories, and the beautiful chaos along the way. We're so excited to get to share that energy with our fans. We've got some fun surprises in the works, and we can't wait for you to see it all!"
The next phase of the UO Haul campaign is set to begin in June with Special Delivery, a month-long activation dedicated to celebrating recent graduates within the UO community. Drawing inspiration from the many heartfelt letters received each year, the initiative will spotlight graduates through a series of meaningful recognitions and surprising moments of appreciation.
As part of the program, Urban Outfitters is partnering with Collegeboxes by U-Haul to streamline the college move-in experience. Launching the week of June 9, a special back-to-campus contest will award three students with 1,000 US dollars in Urban Outfitters merchandise along with a premium relocation service from Collegeboxes. A door-to-door service, Collegeboxes provides a smooth transition from home to campus. Winners from this initiative will be announced the week of June 23.
Later this summer and fall, Urban Outfitters will also debut a series of 'Campus Essentials' pop-up shops across 20 strategic college markets. These limited-time retail experiences will showcase curated, university-inspired assortments, from graphic apparel and vibrant accessories to homewares such as lighting, drinkware, and bath items.
Part of Urban Outfitters' broader retail strategy focused on redefining the back-to-campus journey through a fusion of utility, style, and brand-driven storytelling, UO Haul is the latest immersive and elevated retail experience launched by the retailer. Earlier this month, UO launched 'On Rotation', highlighting key partners' brands to further foster genuine engagement, enable informed product exploration, and cultivate inspiration among its core audience.
UO joins the likes of Lids, PacSun, and Walmart in debuting new immersive retail formats designed to enhance the shopping experience while facilitating deeper connections with their customers.