What happens to a mall mainstay when the mall is forced to close? That’s the uncertainty retail corporation Urban Outfitters and many others faced in early 2020. In the case of Urban Outfitters, the pandemic forced it to temporarily shut the doors at its 600-plus stores – which include its brand name stores Urban Outfitters, Anthropologie, and Free People – in March1. In addition, uncertainties related to the dislocation of the economy as a result of COVID-19 drastically changed consumer spending overnight. In April, the company’s stock (ticker URBN) was down 40% as compared to the beginning of 20202, and Q1 results showed the hit it took during the pandemic’s infancy3. But consumer data trends began to show some light on the horizon for URBN in the form of the stimulus payment.
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