In order to help women think differently about February 14th this year, Urban Outfitters launched a unique Valentine's Day market inspired by the friendship-themed Galentine’s Day.
For too long, Valentine's Day has been represented by marketing and the media as a celebration that's "only for couples." As such, some bitter singles annually boycott the holiday altogether and many people simply feel left out of the celebrations. In order to help women think differently about the different types of love that can be shared with others on Valentine's Day, Urban Outfitters launched a market where girlfriends could stop by for complimentary refreshments, free hairstyling, manicures and tarot readings.
Naturally, the selection of local goods that could be shopped put a spotlight on brands by women, such as Kalen Kaminski of Upstate, Janine Lee of Floss Gloss and Olivia La Roche of Petra Von Kant.
What's Driving This Trend
- Friendship-themed Celebrations
- Markets and events that focus on celebrating friendships provide an opportunity to shift the narrative away from the couple-centric Valentine's Day.
- Inclusivity in Valentine's Day
- Valentine's Day campaigns that embrace all kinds of love, including self-love and platonic relationships, can attract a wider audience and avoid exclusivity.
- Brands by Women
- Featuring goods created by female entrepreneurs and highlighting their stories can inspire customers and build loyalty.
Who This Affects Most
- Retail
- Retailers can create themed markets and events that cater to a wider range of customers and celebrate friendship and inclusivity during Valentine's Day season.
- Beauty and Wellness
- Beauty and wellness brands can collaborate with retailers to offer complimentary services and experiences that attract new customers and build brand awareness.
- Fashion
- Fashion brands owned by women can partner with retailers to showcase their products and tell their stories, highlighting the importance of entrepreneurship and diversity in the industry.
