Urban Outfitters 2011 Annual Report Download - page 6

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Urban Outfitters offers a direct-to-consumer catalog offering select merchandise, most of which is
also available in our Urban Outfitters stores. During fiscal 2011, we circulated approximately
14.2 million Urban Outfitters catalogs and plan to increase our circulation to approximately
15.4 million catalogs in fiscal 2012.
Our Urban Outfitters European customers are offered a direct-to-consumer catalog that markets
selected merchandise, most of which is also offered at our Urban Outfitters stores located in Europe.
The catalog was recently launched in November 2010 and we circulated approximately 200,000
catalogs in Europe during fiscal 2011. We plan to circulate approximately 800,000 catalogs in Europe
during fiscal 2012. We anticipate the number of catalogs circulated to grow consistent with the
anticipated demand from our European Urban Outfitters customers.
Urban Outfitters operates a web site that accepts orders directly from customers. The web site
captures the spirit of the store by offering a similar yet broader selection of merchandise as found in
the stores.
Urban Outfitters also operates three web sites targeting our European customers. The web sites
capture the spirit of our European stores by offering a similar yet broader selection of merchandise as
found in the stores. Fulfillment is currently provided by a third-party distribution center located in the
United Kingdom. We expect to be operational at our fulfillment and distribution centers in Rushden,
England during the second quarter of fiscal 2012.
Free People offers a direct-to-consumer catalog offering select merchandise most of which is also
available in our Free People stores. During fiscal 2011, we circulated approximately 7.6 million
catalogs and plan to expand circulation to approximately 8.8 million catalogs in fiscal 2012.
Free People operates a web site that accepts orders directly from customers. The web site exposes
consumers to the product assortment found at Free People retail stores as well as all of the Free People
wholesale offerings.
Terrain operates a web site that accepts orders directly from customers. The web site was
launched in September 2009. The web site exposes consumers to a portion of the product assortment
found at the Terrain retail store.
Leifsdottir operates a web site that accepts orders directly from consumers. The web site was
launched in February 2010. The web site exposes consumers to all product offerings from the
Leifsdottir concept.
BHLDN launched its website on February 14, 2011. The website accepts orders directly from
customers and exposes consumers to all product offerings from the BHLDN concept. A retail store is
planned to open during fiscal 2012.
Increases in our catalog circulation are driven by our evaluation of the response rate to each
individual catalog. Based upon that evaluation, we adjust the frequency and circulation of our catalog
portfolio as needed. In addition, we evaluate the buying pattern of our direct-to-consumer customers to
determine which customers respond to our catalog mailings. We also utilize the services of list rental
companies to identify potential customers that will receive future catalogs.
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