From: UrbanOutfitters.com
Subject Line: What's the shape of things?
Date: Tuesday, April 25, 2006

From: FreePeople.com
Subject Line: Piece Together Your Look with Knit Dresses
Date: Tuesday, April 25, 2006

Here, sister brands Urban Outfitters and Free People follow the same DIY Paradigm. Capitalizing on the "I want to build my own individual style" sentiment so prevalent these days (We're all so individual in our individuality, aren't we?), these campaigns feature entire outfits and their separate components, inspiring shoppers to "build their own" unique ensembles. This is a convenient paradigm for both parties: shoppers curate their closets from a selection of mix and match styles; retailers rake it in on the many products necessary to achieve these "unique" layered looks.

Which execution is more successful? While the Free People line drawings might be artistically rewarding, I'd bet the more robust product selection shown in the Urban Outfitters message is more financially rewarding.