Dive Brief:
- Urban Outfitters has launched a second iteration of its On Rotation in-store installation, this time with a curated denim collection from Levi’s, according to a press release.
- The experience aims to evoke “the energy of a vintage flea market” and features the brand’s latest denim styles, like the Super Baggy Barrel and Low Loose, as well as vintage pieces, like paper tag jeans and jackets curated by Levi’s and Urban Outfitters’ Vintage & ReMade teams.
- Items are available through Sept. 30 online and in five Urban Outfitters stores.
Dive Insight:
Urban Outfitters’ On Rotation partnership with Levi’s comes about three months after the retailer launched the initiative in May with Nike.
“Urban Outfitters has always been rooted in discovery, and our On Rotation installation with Levi’s takes that to the next level,” Cyntia Leo, head of brand marketing at Urban Outfitters, said in a statement. “We’ve built a space that feels uniquely UO and gives our community an immersive destination they can’t get anywhere else.”
Urban Outfitters and Levi’s kicked off this iteration of On Rotation in Austin, Texas, with an event that included Levi’s Tailor Shop customization, local vintage vendor pop-ups, live music and food from local establishments.
The tie-up comes as Levi’s has been working to broaden its appeal to younger shoppers, including by partnering with notable celebrities like Beyoncé and Shaboozey. In its most recent quarter, the brand reported second quarter net revenues rose 6.4% year over year to $1.4 billion, while e-commerce was up 13%.
Meanwhile, Urban Outfitters is coming off a Q1 that produced an increase in net sales of 10.7% year over year to $1.3 billion. Its net income increased by 75% to a record $108.3 million.
