Offering little more than a six-second stop-motion video loop, Vine has managed to turn a simple platform with very limited functionality into one of the most popular apps and social networking hubs on the planet. Less than six months old and since April the top-ranked free app in Apple's App Store, Vine hit another milestone last week when it overtook social giant Instagram for total Twitter shares in a single day (2.37 million versus 2.14 million). But what are these millions of Vines documenting? For the most part, it's not the most worthwhile or entertaining content--the app is overloaded with teenagers shooting what are essentially video selfies--but some people and brands are using it in enormously creative ways. In the video above, L2's Head of Research & Advisory Maureen Mullen discusses which specialty retail brands have adapted well to Vine, highlighting Urban Outfitters, in particular, as both the earliest adopter and industry leader on the platform.