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Rental news: Urban Outfitters Tests a Tiered Paid Membership Program

  

 

Launched in 2019, Nuuly is a monthly women’s clothing rental subscription service. For $88 a month, subscribers can select six items from hundreds of brands to wear, including Urban Outfitters, Freepeople and Anthropologie. The service includes free two-day shipping and returns.

Urban Outfitters is the latest retail store to try a paid membership program across URBN’s portfolio of brands which includes Urban Outfitters, Anthropologie, Free People, BHLDN, Terrain, Menus & Venues and Nuuly. Urban Outfitters started testing the paid membership program, called UP, last month. The initial tests launched in the Dallas and Atlanta markets and will run for six to 12 months, depending on how well the markets respond to the premium loyalty program and how long it takes the company to learn from the preliminary testing.

“UP is designed to drive increased frequency, capture a greater share of wallet, improve retention, provide opportunities for greater cross-brand exposure and selling and attract new customers. We believe the ability to access benefits at all Urban brands, for the price of one membership fee, offers a key differentiator for our program,” said Dick Hayne, CEO of URBN, parent company of Urban Outfitters on a March 2, 2021 earnings call. “We look forward to sharing more about the UP initiatives on future calls.”

Taken from an article published by Subscription Insider, written by Dana E. Neuts

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Posted March 25th, 2021 in Features.
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