Every Christmas allows me to do a yearly roundup of the brands and stores that I enjoy. That core group of brands that I immediately think of for my Christmas wishlist are usually those that I align myself with and frequently shop at. One of those key stores for me for many years was American retailer Urban Outfitters. However, over the past couple of years, it hasn't even really been on my mind at all. At first, I just chalked this up to a change in my own taste level, but the more that I thought about it, the more I realized how little I have heard anyone talk about the company in years. What was once one of the hottest stores for trendy clothes, accessories, and homeware, is now virtually invisible to it-girls of the time. With this realization I couldn't help but wonder - what happened to Urban Outfitters? (I've always wanted to say that lol)
The Golden Era: That's so Tumblr
From what I recall, the golden era of Urban Outfitters was simultaneous with the Tumblr era of the 2010s. Think tapestries, Fuji Film cameras, vinyl, and fairy lights. This brand is solely responsible for the current aesthetic of my childhood bedroom. White bedding with a boho-floral print, a 'good vibes' throw pillow, a hefty vinyl collection, and a collage wall of postcards, polaroids, and prints. Its clothes consisted mainly of tees that were made to look vintage, floral sundresses and mom jeans. After all, the it-girlies of the time were Lana and Halsey. The perfect day for me in this era was driving an hour to the mall where they had both an Urban and a Brandy Melville and hitting both in one day. I was in my glory. But what is of paramount importance to recognize here is that I was not just shopping at these stores for its clothes, I was shopping there to align myself with a certain identity. The Tumblr girl identity.
Tumblr girls were unique and 'artsy'. They didn't want to be like everyone else. They didn't wear what everyone else was wearing. Sure they shopped at the hottest stores, but the pieces of clothing that they wore were largely chosen so that they would look uniquely cool. Unless of course they had an alien patch sewn onto them but that is a story for another day. Unlike today when a single piece of clothing goes viral and sells out in days, trends lasted longer and were far less specific. This is why so much of Urban Outfitters' golden-era clothing was made to look vintage. Vintage is unique and one of a kind, just like a Tumblr girl. As one can guess the Tumblr girl aesthetic, and admittedly much of Urban Outfitters' success, was derived from the popularity of its clothing and the vibe it gave off on Tumblr and Instagram. In my opinion, the trifecta of Urban Outfitters, American Apparel, and Brandy Melville were pioneers in the sense that they were the first brands to do the majority of their marketing on social media. But thanks to the pandemic, what was once their greatest advantage became their biggest weakness.
The Fall of Urban Outfitters: The Modern Love Corset
Urban Outfitters' greatest asset was its strong brand that closely aligned with the artsy aesthetic of 2010s Tumblr. They were different. They sold different clothes to different girls who weren't basic. Different girls who weren't basic and consumed brands' content on Instagram. So when TikTok took over as the top social media platform, the youth demographic went with it. This shift in the way that people consumed content greatly impacted the fashion industry in that trend cycles sped up and algorithms got better. This made it virtually impossible for one brand to hold a monopoly over the young adult market for a long time. Everyone could dress in their unique way from a plethora of brands. Who needed Urban Outfitters when you could shop at any, more affordable, online retailer of your choosing? Especially when your favourite TikToker has a coupon code for you to use?
The one saving grace for Urban during this time was its Modern Love corset. The top blew up on TikTok as the ultimate going-out top. In response to this, rather than pivoting or using this attention to build their existing brand, the company saw it as a cash cow and pumped out colour after colour of the exact. same. corset. What was once a cute, distinctive going-out top could be spotted on 20 different girls in one bar. Naturally, it quickly went from being the top to being played out and, here's the ironic part, basic.
Final Thoughts
Since the pandemic, Urban Outfitters has had to close many of its stores. Obviously, economic conditions likely play a major role in this. No one struggling to pay rent wants to spend $90 on a corset top. However, I also think that a major reason for its decline in popularity can be attributed to its inability to adapt what was once a very successful social media strategy and brand to fit a new platform.
The last thing I will say is that I don't personally dislike Urban's current offerings. I think that Kimchi Blue is a highly underrated brand and has some very cute, unique, and decently-priced pieces out right now. Check them out if you're interested.
As we wrap this up I think given the topic we need to our respects to those who slayed before us.
Thank you so much for reading! This one was definitely different from what I typically write so let me know your thoughts on this type of piece.
Talk Soon,
-Vanilla Darling Xx
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