You will read a case study and respond to questions. The case study that you have to read is attached about Urban Outfitters then respond to the questions at the bottom.  You MUST support your answers through information from the case study or another reliable source that you cite.  These must be typed in Standard English including full sentences, proper grammar, correct spelling, etc. Responses should be submitted in a Word document, double-spaced, using12 point Arial or Times New Roman font.

1. When considering the retail apparel industry, what barriers might a new entry have to overcome?

2. Does Urban Outfitters provide exclusivity or merely the perception of exclusivity? Why is this important to the retailer?

3. When entering the retail apparel market, what would you have to know about your customer?

4. Give examples of popular retailers who have understood their market and been successful and explain based on what you learned in this unit why they are probably successful.

5. What are some retailers that misjudged their market and failed? What caused them to fail?

6. Why is “big the enemy of cool”?