URBN (Urban Outfitters, Anthropologie, and Free People) enhance training using video

Posted by Xana Castle on February 1, 2024
Xana Castle

Retail group, URBN, which includes popular brands Urban Outfitters, Anthropologie, and Free People, is embracing the power of video to transform its training content. URBN set out with the goal to make training content more fun and engaging for its diverse workforce across its retail stores, supply chain and head office. 

We spoke to L&D Advisor, Caitlin Walker, about how VideoScribe is helping them create more engaging and effective training materials. The content they deliver spans from induction safety videos to diversity, equity and inclusion (DE&I) initiatives. 

Q: How has VideoScribe revolutionized learning and development for Urban Outfitters, Anthropologie, and Free People?

A: VideoScribe has played a pivotal role in transforming our training initiatives. As an L&D Advisor, the focus is on delivering impactful learning content to diverse teams in the EU and UK. VideoScribe emerged as a powerful solution to make DE&I training accessible and engaging, moving away from traditional PowerPoint presentations.

Q: What prompted the transition from traditional training methods to VideoScribe?

A: The need to make DE&I training more engaging and interesting led us to explore VideoScribe. Previously, we relied on PowerPoint, but VideoScribe allowed us to convey essential information in an appealing video format. Its visual elements synchronized with voiceovers significantly enhanced comprehension, especially for colleagues with English as a second language.

Q: How did VideoScribe address the challenge of creating engaging and memorable content and what influenced the decision to choose VideoScribe?

A: VideoScribe's versatility and user-friendly features for a newbie video creator with the added convenience of a free trial to test it made it the ideal choice. Colleagues found the combination of visuals and voiceovers helpful, resulting in positive engagement and feedback during in-person sessions. The decision to choose VideoScribe was influenced by its ease of use and the availability of customisable templates. Anyone on the team could easily use the tool. This saved us time and was a key deciding factor for us. The flexibility to personalize the videos sealed the deal. We liked the clean and professional interface and the option to include voiceovers and background music were significant factors in our choice.

Q: What were the observed results after incorporating VideoScribe into training sessions?

A: Positive engagement and feedback were evident during in-person sessions compared to traditional PowerPoint presentations. The combination of visuals and voiceovers contributed to better understanding, particularly for non-native English speakers.


Q: Can you describe the audience for your VideoScribe training videos, including their roles and expectations?

A: Our audience is quite diverse as we cater to various segments within our business. In our supply chain, we have operatives, team leaders, line managers, and senior leadership teams. This group, especially those with English as a second language, forms the bulk of our population. We also have retail teams in High Street stores, encompassing sales operatives, team leaders, and department managers. Additionally, our head office boasts a wide range of professionals in areas like merchandising, finance, legal, IT, buyers, and creators. Our casual business culture aligns well with VideoScribe, making it suitable for mandatory training accessible to everyone, regardless of their English proficiency.

Q: You mentioned the use of VideoScribe templates. Are there any specific templates that stood out to you, or ones you might consider for future projects?

A: Absolutely, we found the whiteboard template appealing, where images popped up, and someone drew them. The hand drawing was a favorite, adding a scribbly, creative touch. We also used the achievements template. We took inspiration from these templates, adapting them to input our content and swapping images around. The ability to manipulate animations and camera movements, once discovered, greatly enhanced the visual appeal of our videos.

Q: In terms of brand consistency did you have a brand pack or guidelines to follow, and how did VideoScribe accommodate this?

A: We easily incorporated our URBN brand colors into VideoScribe. The platform allowed us to match specific colors by using color codes, ensuring our text aligned seamlessly.  VideoScribe's flexibility makes it easy to adapt to any branding requirements.

Q: Reflecting on your experience with video creation, is there anything you would change or do differently in the video-making process?

A: Looking back, we would prioritize the voiceover, having the script ready before delving into content creation. This approach would streamline the process and ensure a more cohesive final product. We're looking to explore VideoScribe's capabilities further, experimenting with different transitions and camera movements to enhance the visual appeal. 

Q: What are the future plans for integrating VideoScribe across the retail trio – Urban Outfitters, Anthropologie, and Free People?

A: We are eager to expand the use of VideoScribe in the upcoming year. While initially employed for DE&I training, there are plans to introduce the platform across all three brands for other training as well as consistent messaging and the creation of fun content. We’re excited to repurpose our induction safety content into this engaging format. 

Q: How would you describe VideoScribe's impact on training content in the retail sector?

A: The success story of URBN: Urban Outfitters, Anthropologie, and Free People using VideoScribe underscores the platform's capacity to revolutionize training content. By providing an engaging and personalized learning experience, VideoScribe proves to be a valuable asset in the realm of retail training and development.

Ready to transform your training content and captivate your audience like never before? Take the first step towards a more engaging and visually stunning learning experience. Sign up for a free trial of VideoScribe today and unlock the power to revolutionize your training materials.👇


Topics: Case Studies & Examples


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