Successful creation of a trendy counterculture is based on exclusivity of products and unique shopping experience in a small store, which a retailer like Urban Outfitters can offer its specific niche of customers. Their customers are people, who try to differentiate and create their own image with the help of products they can find in the store. Moreover, Urban Outfitters’ target market is represented by women, who enjoy shopping and would like to buy something really special and unique to emphasize their own individual uniqueness.
Big box stores like Sears or Wal-mart are mass-market oriented retailers, offering their customers a big choice of ...