Urban Outfitters has turned its sights to menswear.
It’s been about a year since the Philadelphia-based retailer brought Bijon Javadzadeh on board as general merchandise manager of men’s apparel to jumpstart the business. As Shea Jensen, president of Urban Outfitters, said on the company’s second-quarter earnings call in August: “We’re really excited to be in the progress of rebuilding the men’s assortment with a great new leader in place. I would expect probably by spring that you’ll really see a noticeable difference in that assortment with some evolution between now and then as we build toward that.”
The first visible sign of this reinvention was unveiled on Friday when the company debuted the second iteration of a new store concept in the Glendale Galleria in Glendale, Calif., that included an updated men’s category intended to better serve its Gen Z customer base.
The exterior of the new store in Glendale, Calif.
Courtesy of Urban Outfitters
Javadzadeh, who spent more than 18 years in men’s merchandising at Nordstrom and Tilly’s before joining Urban, said: “UO has always been a destination for menswear and it’s really about delivering an updated strategy that’s rooted in making sure we’re meeting our male shoppers’ needs today. For me, it was really about elevating the experience and shifting our focus to Gen Z and delivering the brands that are most important to them.”
He said today’s Gen Z shopper is like a “collector. They’re really seeking versatile pieces that complement their existing wardrobe, but also reflect the cultural and social inspiration that they’re getting and the space that they’re living in today.”
To Javadzadeh, that translated into offering “wardrobe solutions” anchored in pants, hoodies and graphic T-shirts, “curated for the trend conscious, Gen Z customer.”
Bijan Javadzadeh, right, with Kurt Narmore of 925 Originals.
Courtesy of Urban Outfitters
This includes a wide assortment of private label such as the popular BDG Denim and Standard Cloth lines, as well as third-party brands including well-known names Dickies, Levi’s, Ugg and The North Face as well as emerging brands Museum of Peace and Quiet, 925 Originals, Honor the Gift, Market and Students Golf, with more coming this spring. Nike was also relaunched in stores in May.
The signage was also updated to better call out the categories in the store, fitting rooms were enlarged and different materials were used to create a more immersive experience, the retailer said.
The men’s department offers a mix of national brands and private label.
Courtesy of Urban Outfitters
“We have done a lot of research on the Gen Z consumer and we know what’s important to them,” he said. “They love being in the mall, they love shopping with their friends, they love having product they can go out in after school.”
Although many have sounded the death knell for the mall, he said the company’s research has found that 72 percent of Gen Z consumers are still visiting malls and they remain the most popular in-person shopping destination for this demographic.
He said the Urban men’s customer ranges in age from 16 to 26 with a large college-age shopper who enjoys tailgating, game days and other events popular with this community. “Our approach to men’s is about delivering a complete, modern wardrobe that balances trend essentials with the best of brands,” Javadzadeh said. “We’re evolving with our customer to offer pieces inspired by the culture, communities and moments shaping their style.”
Graphic T-shirts represent a big part of the men’s business.
Courtesy of Urban Outfitters.
To introduce the new Glendale store to customers, Javadzadeh said the company leaned into social media and also had musical artist Khalid visit the store and meet customers two days before the official opening.
Looking ahead, the plan will continue to roll out this new store concept in the future. Three stores, including a location in Houston that is already open, will sport the new look this year with another seven on tap for 2026.
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