CEO Dick Hayne discusses Urban Outfitters desired pricing structure in an article on buzzfeed.com, “Over the last four, five years, the Urban brand has moved somewhat south in terms of age group penetration — this is a lot of anecdotal information as well as some statistical information that we received from our web shoppers. “I don’t think this is a good place for us to be. We have always said that we want to be college and post-college in terms of the customer base that we try to serve, and that is an 18- to 28-year-old customer. And to the degree we get down into the 14- and 15-year-old group, that is a group that wants a very different kind of product and a very different price structure. So, we do want to move back to the 18 to 28.”
Urban Outfitters 