Urban Outfitters is an innovator in using web 2.0 concepts with their brand. YouTube, Flickr, MySpace, Blogs. But they take even more "risk" than just the technical. Flickr is a great example.
It's not just about photo sharing. They let the customers take control. Explore their flickr photo pool and you'll see their clothes right alongside their competitors. On real people. Just like us. We don't just wear one brand. How about that?
Home Page Promoting Flickr
Blog Post Directing Customers to Flickr
Flickr Photo Pool
The cool thing is that as you scroll through the pool, you'll find photos with tags and notes that include other brands like Levi's and American Apparel. It takes confidence to let your customers show how your goods compliment what other companies produce. That consumers can love your brand without being monogamous.