Urban Outfitters aims to revive Village

When Urban Outfitters opened a new store in Westwood Village
less than two weeks ago, the occasion was marked by enthusiasm in
the community.

“We are just overjoyed to be in the Village” said
Urban Outfitters Department Manager Kate Woodruff, calling the
initial reaction from customers to be “wonderful, absolutely
wonderful.”

“The sales have exceeded what the company expected,”
said Manager Jim Goldsworthy. “It’s been
great.”

But, if history is any indication, the new clothing store may
face a less-than-auspicious future.

Walking two blocks away from the excitement of the new Urban
Outfitters, one finds an ominous reminder of the ultimate fate of
some Westwood stores.

A deserted building, its windows plastered with “FOR
LEASE” signs, is all that remains of Gap clothing store in
Westwood. Closed in December 2003 due to the store’s
dissatisfaction with its rent agreement, the lot has been empty
since.

Today the building stands as a testament to the challenges of
operating a business in Westwood, where intense competition and
unpredictable clientele come together to create an uncertain
environment for businesses.

The lot once filled by Gap is joined by three other similarly
lifeless lots on the same block of Westwood Boulevard, forming what
appears to be a graveyard of failed establishments.

Yet the employees of Urban Outfitters are unburdened by the
foreboding example of Gap and other closed businesses. They
consider Urban Outfitters not only an exception to the difficulties
facing shops in Westwood but, in fact, the solution.

“We have a tradition of being pioneering retailers. After
we move in, other retailers follow us, and the location becomes
more popular,” Goldsworthy said.

Woodruff said the company actively seeks out areas with high
potential for commercial growth and “turns the neighborhood
around by the nature of the store and the product.”

She noted other local areas, such as the Third Street Promenade
in Santa Monica, have been rejuvenated following the establishment
of an Urban Outfitters.

The presence of Urban Outfitters already may be making an
impact. On July 6, leases were approved for Bebe clothing store and
Pete’s Coffee to come to Westwood. Bebe, in fact, will occupy
the location once filled by Gap.

The management at Urban Outfitters said its product
distinguishes the shop from its departed predecessors.

“We have such a unique product line, and we genuinely
speak to the customers.” Woodruff said.

And, so far, the customers have listened and responded, as
indicated by the consistent crowds at the store and
expectation-exceeding sales numbers for the first week and a half
it has been open.

To illustrate the Westwood community’s excitement over the
new shop, Woodruff described a frequently recurring problem faced
by Urban Outfitters in the week before opening.

“We had taped off the entrance to the store while we were
still building. “¦ We experienced a lot of people trying to
break down our doors to take a look, despite that fact that we were
clearly not yet open,” she said.

Some local businesses were equally eager to see Urban Outfitters
in Westwood.

“We’ve got a lot of positive feedback from other
small business owners thanking us for coming to the Village,”
Woodruff said.

Boba World, a restaurant neighboring Urban Outfitters, already
has noticed an increase in its business.

“After they get tired of shopping they can come to Boba
World,” said Boba World employee Shalia Khovananth.
“I’ve seen a lot of people come in here with their
Urban Outfitters bags.”

But not everyone is confident the new shop can survive in
Westwood Village. Traffic at the store was brisk on Saturday
afternoon, but some customers doubted the establishment’s
staying power.

“I don’t know how long it will survive,” said
Myangtta Kim, a 2004 UCLA graduate. “All the clothes are
really expensive for the quality ““ even more than Gap.
It’s not for everyone.”

But Urban Outfitters officials remain confident that their
product will appeal to enough of the Westwood population not only
to keep the shop in business but to help revitalize the
Village.

“We’re hoping to bring some life back to
Westwood,” Woodruff said.

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