Urban Outfitters Generating Lackluster Social Media Buzz From Re-Branding Efforts

Urban Outfitters, Inc. URBN investors are bracing themselves for the company’s Q1 earnings due out after the closing bell Wednesday, and the latest data from TickerTags indicate plenty of cause for concern. Social media buzz for Urban Outfitters’ key brands is dwindling.

TickerTags monitors social media sites to identify trends by searching for words or phrases that appear together in social media content, such as tweets.

Urban Outfitters’ share price is down 37.1 percent, but the company has undertaken an aggressive re-branding initiative designed to appeal to older customers. So far, it doesn’t seem like the company’s efforts have paid off by generating excitement on social media.

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Social media mentions of Urban Outfitters were down 30 percent year-over-year (Y/Y) in Q1. The news isn’t much better for the company’s Anthropologie and Free People brands, which saw Y/Y social media mentions decline 15 percent and 10 percent, respectively.

Twitter user @Dory reflects the social media apathy toward Urban Outfitters in the following tweet:

“Got an email from urban outfitters saying ‘you’d be surprised how things have changed’ well unless it’s your prices I’m not interested.”

The tweet received more than 3,500 likes and nearly 1,000 retweets.

At time of writing, Urban Outfitters was down 3.18 percent at $24.63.

Disclosure: The author holds no position in the stocks mentioned.