Urban Outfitters has always been playing fashion-god for years. From corset tops to cargo pants, Urban has held society in a choke hold. Yet, in the era of OOTD and”get ready with me” it feels like nobody is talking about Urban. Has the trendy, alternative-streetwear inspired brand finally fallen victim to the worst fate of them all…irrelevance?
Everyone’s pockets are hurting.
Influencers and fast fashion have led online shoppers away from “big” names and more towards online boutiques. Discount codes offered by influences and micro influencers alike make brands like Princess Polly, Edited, Whitefox, etc more attractive and more accessible to young consumers. After raising their prices Urban saw even more of a decline in sales over the last year, while their sister brands Free People and Anthropology continue to thrive as they appeal to an older and more affluent audience.
Urban Outfitters generally appeals to a younger demographic: high school and college students, and people in their early 20s. These are not the kinds of people who can afford to spend $80 on a mini skirt —who can blame them for turning to cheaper alternatives?
Urban is kind of a little B word…
Basic is the opposite of cool. Part of the reason that UO has lost its novelty is because it’s everywhere. As a result of UO’s vast locations, UO has been sucked into the mainstream. This dilutes its inherent “coolness” as it becomes a competitor with other mass retailers like Pacsun for Forever 21.
This isn’t to say that the brand has flopped completely —it has absolutely had its moment in the limelight. The “Out From Under’s Modern Love Corset Top” certainly made waves, constantly selling out, getting restocked, selling out again, and so the story goes. However, that top is the last time Urban has really had people talking, and even that has been memed on for being basic.
Urban faces a weird problem: people love some of Urban Outfitter’s pieces, almost too much. The market becomes over saturated with these items like the aforementioned corset top, cargo or parachute pants, anything from the out from under brand. Once they lose their novelty, nobody want to be caught wearing the thing everyone has —and this is the cycle driving Urban Outfitters out of relevancy.
No room for fabulous
Urban Outfitters is coined for its kitschy and funky pieces. Since the rise of the clean girl aesthetic and the minimalist movement everyone has been cleaning out their closets of all things extra. Younger consumers are rebuilding their wardrobes based on the essentials only. This means accessories, bold t-shirts, and “iconic” pieces (or things you can only get away with wearing one time) have been kicked to the curb. Everyone is purging their closets, many of Urban’s super cute pieces are being overlooked, and nobody is even keeping an eye out for eccentric clothing items anymore.
Is it just a phase?
Urban Outfitters is like the angsty teenage sister we all know and love (even when she kinda sucks). Though Urban Outfitters has kind of fallen from the rankings, this doesn’t necessarily mean it will be joining Aeropostale in the graveyard. One of Urban’s saving graces is that even if people aren’t talking about it, they’re wearing it: Madison Bailey sports the Out From Under Go For Gold Seamless Top for the first two episodes of Outer Banks and half of Ginny and Georgia’s cast was dressed in Urban in the most recent season.
Many items from Urban are going-out staples, even if they have had more misses than hits this season.
What do you think? Is Urban Outfitters becoming irrelevant, is it just a phase, or is it still a prime shopping destination for you? Tweet us, @VALLEYmag, with your thoughts on the fate of Urban Outfitters.
