I like that it has all of my favorite brands in one place, including Urban Outfitters! It's also very easy to navigate so you don't have to search through menus for things because they're right there at your fingertips. There are some other options out their as well but nothing else compares with this website/store (so far). The best part about UO though was being able to shop online while still having access to everything within walking distance from where i live which saved me time when shopping since its super expensive here & not always convenient either.