How Urban Outfitters keeps things fresh

05/25/2011 | Knowledge@Wharton

Clothing retailer Urban Outfitters relies on its managers and merchants' instincts to keep things fresh, says CEO Glen T. Senk. Managers are encouraged to travel widely and to experiment freely, Senk says, although they're also expected to carefully track the success or failure of their pilot campaigns. "We are gut driven -- but we verify with data," Senk says.

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