Urban Outfitters recently gained attention on TikTok by addressing a pair of Azalea Wang cowboy boots that were allegedly gatekept. The marketing team, led by Cyntia Leo, quickly reacted by posting a video and messaging subscribers, asserting a transparent approach. The engagement led to over 500,000 views within 20 minutes and the boots becoming a top-selling product. The strategy reflects an adaptation to Gen Z's social media habits, prioritizing algorithm visibility over traditional brand following, and emphasizes creator partnerships across various platforms.
"We want to be reactive," Leo said. "We're out there, we're constantly listening, we're commenting."
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