A Look into Counter-Culturalism and Business

A recent trip to the local Urban Outfitters in San Luis Obispo brought feelings of confusion, disorder, but also interest. If you searched for a store pushing anti-shopping motifs, one would be hard pressed to find an example better than Urban Outfitters. "The current trend of counter-culturalism is tentatively defined by unique personal expressions and trends going against the mainstream" (Thomas Frank 136). For example, if the 'in' thing is wearing mismatched shoes, counter-culturalists would wear matching shoes. These consumers believe in brand names, but do not want to 'fit in' with their peers. "They believe their own personalities and lifestyles are expressed through their clothing and accessories" (Frank 136). Urban Outfitters uses subtle advertising and design techniques to appeal to their target audience; the youth.

The exterior of the store is designed in a modernized style of an old fashioned store front, clad with stone and a minimalist sign. Nothing about the exterior décor 'screams' commercialism, conformity, or mainstream. The large windows are filled with display items arranged on antique style furniture. There is a sense of disorder in the display, further enhancing the store's countercultural image. Much of the current trends are going high tech; cell phones, laptops, and PDA's are the new designer wear, but many consumers who avoid the mainstream revert back to an earlier time period for their clothing. The window display subconsciously captures this audience by relating the simple furniture and decor to the product. They make the product say "if you want to be laid back you will wear these clothes." While the exterior of the store is rather plain, the interior is another story completely.

Stepping into the store the first design feature I noticed was the lack of it. The store was disheveled and messy, but in a neat way (if that is possible). They use raw plywood and "2x4's" through out the store, which gives it an "edgy" feel. There was very limited advertising and almost no noticeable prices in the store, but a lot of artsy photographs, murals, and "workbench" projects. This adds to the anti-shopping motif by making the consumer feel free to choose the clothing they want and not feel pressured by the prices.

If asked to select the most prominent theme that the store presents its patrons, it would be contrast. The bright blue mural with large paper airplanes flying out contrasted with the stark whitewashed antique furniture they use to stack clothes on. The contrast continues as the consumer begins shopping, especially when the store is compared to a "typical" clothing store. There are no round clothing racks, distinctly recognizable store employees, or announcements over a public address system. Instead, the store is set up so the consumer can go simply for the experience alone. It makes them feel at home by separating the store into three levels and hanging things on the walls, there is even a book section with a few couches on the second level that invites the shopper to come and hang out. The counter-culturists are striving to rebel and this store is the "angry teenager of a department store parent".

While there are not many advertisements in the store proclaiming brand names, they do sell some of the most popular brands that the youth of today seek. In his article, Holt explains why they are not carrying unbranded clothing in the store; "In postmodern consumer culture, consumers strive to deflect the perceived paternalism

of companies. It is curious that, as people push against corporate coercion, established brands have become increasingly valuable, not less so.

"(Holt 81) The store accomplishes many things with this phenomenon, killing many birds with one stone shall we say. They minimize their advertising costs, maximize their revenue by attracting their customers through their décor, and redefine the shopping experience.

Many stores are choosing to redefine their store setup and décor by lowering the lighting and creating a more welcoming environment like Urban Outfitters, instead of the blinding white florescent lights and sterile looking white tile floors. It is a step in the right direction and I would be pleased to see more of these "unknown" shopping attractions open near me.

Works Cited

Frank, Thomas. "Countercultural Consumerism" Signs of Life inThe USA: Readings on Popular Culture for Writers. Ed. Sonia Maasik. Bedford/St. Martin's, 2006. 136-139

Holt, Douglas B. "Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Cultural and Branding." Journal ofConsumer Research; Jun2002, Vol. 29 Issue 1, p70-90. Business Source Premier. EBSCOhost. University of La Verne Library, La Verne, CA. 28 June 2008 .