Urban Outfitters failed to engage community

MIA PEARSON – The Globe and Mail

Word travels quickly when you’ve got a crisis on your hands.

Clothing retailer Urban Outfitters learned that social media is more than just a conversation around engaging its brand champions.

Stevie Koerner, an independent jewellery maker from Chicago, wrote a blog post last week accusing Urban Outfitters of ripping off her design. News quickly spread on Twitter, creating a social media storm and calls for a boycott.

Users flocked online and took advantage of the retailer’s Twitter and Facebook pages to express their support for Ms. Koerner, and demand a response from the company. By the end of the week, Urban Outfitters was a trending topic on Twitter, and its Facebook page became a source of negative criticism.