Urban Outfitters understands the adage that everything old is new again, from its vintage vinyl to drop-flare denim — everything but its personalization strategy, that is. The trend-setting apparel chain maintained a high spot on the Index thanks to a beautiful user experience, 4.9-star rated app, and highly personalized ‘discover’ section with collaborative-based product recommendations. On-brand editorial, and its community of consumers and loyalists, make up the retailer’s dynamic user-generated content, while well-appointed filters allow consumers to easily shop by look or favorite brand (from any product page) and watch videos of select items. Soon, Urban Outfitters shoppers will be able to experience the brand in a new way. Earlier this year, Urban announced a Rent the Runway-style subscription model.