Urban Outfitters is engaging Generation Z by co-creating campaigns that resonate with their digital-native tendencies, says Cyntia Leo, head of brand marketing and communications. Urban Outfitters has focused on experiential marketing, such as hosting events and pop-ups on college campuses, to build brand loyalty and has highlighted the importance of authentic participation over traditional advertising.

"You drive all the awareness you want, but if you're not truly relevant in an authentic way, then these people ... are not going to care," Leo says.