Urban Outfitters targets Gen Z with back-to-college pop-ups, contests
Urban Outfitters is launching a new omnichannel platform, including pop-up activations, designed to support Gen Z students throughout their college careers.
Known as "UO Haul," the effort will include products, citywide pop-ups, strategic brand partnerships, and surprise giveaways. UO Haul kicked off in New York City with a citywide scavenger hunt that let participants follow clues to discover a fleet of glass-walled trucks, each transformed into a Gen Z dorm room and styled to reflect a distinct aesthetic such as “Pretty Haul,” “Pregame Haul” and “Plush Haul.” Select winners were invited to a special performance by global girl group Katseye.
Phase two of UO Haul launches in June 2025 with "Special Delivery," a month-long initiative celebrating recent graduates and inspired by the thousands of letters Urban Outfitters receives each year.
Urban Outfitters will also team up with the Collegeboxes by UHaul student storage and shipping solution for a back-to-campus contest launching the week of June 9. 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. 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.
The assortment will also include stationery, dorm décor, and exclusive campus-themed pieces. Urban Outfitters says its immersive "UO Haul" experiences are part of a broader strategy to reimagine back-to-campus shopping by blending function, style, and discovery in a way customers won't find anywhere else.
"Back to campus is a pivotal moment for our Gen Z customer," said Cyntia Leo, head of brand marketing at Urban Outfitters. "It's about more than just what they need, it's about who they're becoming. 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 personal style, we're here to help make the transition feel effortless and uniquely theirs."
Retailers target collegiate shoppers
Pottery Barn Teen recently debuted Dorm Concierge, a new complimentary, personalized service designed to assist customers shopping for dorm products to make purchases and then pick them up at a store location near their college campus.
[READ MORE: Pottery Barn Teen launches personalized service for dorm shoppers]
An increasing number of retailers are rolling out omnichannel offerings for college students (and their parents). As part of its Walmart Realm 3-D virtual shopping environment curated by digital influencers, Walmart offers a college-themed storefront called "Your Dorm Your Way.”"
Other examples include Office Depot’s partnership with online dorm décor retailer Dormify and The Container Store’s campus pop-up shop collaboration with Follett Higher Education.
Urban Outfitters operates more than 200 stores across the U.S., Canada and Europe, as well as a digital presence.
