Urban Outfitters is revamping its vintage and secondhand offerings into a fresh program dubbed Vintage + Remade.
This new initiative will involve the division of the online store divided into two distinct sections: Vintage and Remade. The Vintage section will feature authentic vintage finds, meticulously curated into exclusive collections by Urban Outfitters' expert merchandising team and external collaborators. Meanwhile, Remade will introduce a novel category spotlighting items that have been refurbished, restored, or creatively updated by Urban Outfitters' product specialists. Additionally, this section will include new products crafted from deadstock fabric, as stated by Cyntia Leo, the head of brand at Urban Outfitters.
Under the revamped structure, Urban Outfitters will collaborate with various fashion brands such as Puppy Breath, Lucky Loves Label, Landon Moreis, Moxie Wrrld, Tessa Fay, and Oddli to curate limited collections. These collections will feature a blend of new items from the brands alongside complementary vintage pieces. The promotion of these collections will be boosted by paid social advertising campaigns across platforms like Instagram and TikTok, ensuring maximum visibility on Urban Outfitters' redesigned website.
Cyntia Leo explains, Urban Outfitters' renewed focus on vintage stems from concerns about the saturation of traditional thrift stores with low-quality fast fashion items, making it increasingly challenging to unearth genuine vintage treasures. The brand aims to restore the thrill of discovering timeless, high-quality pieces with enduring appeal for customers. Leo emphasises, vintage enthusiasts value the authenticity, uniqueness, and longevity of their purchases, seeking personalised and custom pieces that tell a story.
This strategic shift towards vintage is indicative of Urban Outfitters recognising a significant market opportunity. Notably, their Nuuly rental service, another avenue for vintage clothing, has seen remarkable growth, with a 69 per cent increase in year-over-year revenue and a 56 per cent expansion in its subscriber base last quarter.
The broader resale market is also experiencing robust growth, particularly in the online sphere. Recent data from eMarketer forecasts online resale to surpass $80 billion in volume this year, indicating a steady upward trajectory of nearly 4 per cent.
