OU definitely does certain things right. It does a smart job of interpreting what the kids are into these days and offering these items up faster for consumption, with more variety, than any other retailer.
The Bad
Unfortunately, their in-house brands (which I believe are Kimchi & Blue, Lux, Fairy Tales Come True, etc) exhibit some of the worst workmanship I've ever seen. They're pretty much H&M quality, but at jacked-up prices. $49.99 for that blouse that will only last one season? No, thank you! Almost everything from their in-house brands have fallen apart on me quickly. Either that or there's something wrong — the dye rubs off, or the buttons are too heavy for that thin faux-silk material. There's always something.
Secondly, many of the designs of their in-house brands do steal from just-starting independent designers who haven't learned the business chops of trademarking their creations. Maybe it's a lesson in "All's fair in commerce and trends," but considering that the company is stealing from the creative-type consumers who actually shop there, it's a complete lack of respect. Remember those "I [heart] Sushi" or "I [heart] Pad Thai" T-shirts UO sold way back in early 2000s? Those designs originated with a one-woman 20-something designer who sold her totes and shirts on a website. I have no idea what's going on with her own.
Redeemed?
HOWEVER the exception to all my bitching here is that UO's capsule collaborations with up-and-coing fashion designers like Steven Alan, Charlotte Ronson, Cheap Monday, are actually fantastic. The quality of these collaboration pieces are great: better-than-average materials, thick cotton, sturdy construction. The one thing that's off is their sizing, but hey, my ego can take wearing a Medium.
Lately, I've seen UO really diversify in carrying designs that aren't their in-house brands. BDG makes great cardigans, Cheap Monday makes great jeans, Frye makes fantastic boots. If they keep this up, I'd shop there more.
