Apparel on DoorDash Is the Next Big Shift | Fast Five Shorts

Four apparel retailers, Urban Outfitters, Steve Madden, Dolce Vita, a Steve Madden brand, and Rally House, are set to launch on DoorDash.

According to Chain Storeage.

The four brands are expected to go live on DoorDash during spring of 2026, significantly expanding the platform's apparel selection and giving customers access to fashion and fan gear via on demand delivery.

The announcements come shortly after footlocker launched on DoorDash in March of 2026.

More than 30% of DoorDash's monthly active US users are already shopping across grocery and retail categories on the platform, which could be a signal of the genuine behavioral shift underway beyond restaurant delivery on the platform.

Chris, is apparel on apparel on DoorDash a real durable retail channel for apparel brands or is it more of a novelty?

That sounds great in a press release.

Oh, wow.

Yeah, great question.

Let me think about that for a sec.

I mean, I think, I think it most definitely is a real durable retail channel.

And I mean it's kind of, I mean, in some ways it seems self evident in the number you just quoted to me because if that number is real, that 30% of DoorDash users are cross shopping already.

Now granted, it's like, what are they cross shopping for?

Is what I'd want to know more about.

But you know, that, that tells me that there's potentially a there there.

But, you know, you know, but even when I think about that and I step back, you know, I've talked on this show and numerous, numerous times about how the Dash pass particularly is the number one membership I would want to give up the least.

I'd give up prime before that, I'd give up Walmart plus before it.

And so I think that shows you just how powerful DoorDash can be in terms of creating kind of the next gen marketplace across many categories.

And the other point I'll mention is Sarah Engel of January Digital.

When I interviewed her on stage at Shop Talk last week, she had a really good point.

She said like, you know, she needed some, I think she, I think she actually needed maybe some piece of clothing.

I can't remember.

So, but she said like I door dashed it.

And I was like, yeah, you're right.

Like that's, that's a really interesting phenomenon that's starting to happen.

Is that door dashing?

It is now part of our lexicon.

The same as like I took an Uber, you know, and I don't, I don't, I don't even say that about Amazon.

I don't say I Amazon did or I primed it, you know, but I do say that about doordash and so, so that tells me that, you know, this platform can be much more powerful than we think in the long run.

So I wouldn't discount this, this headline at all.

Everyone but Jenna, what do you think?

Do you use doordash?

What?

To what degree do you use DoorDash and you know, how do you think about it?

Yeah, I'm a big doordash user for sure.

I have little kids at home.

I'm delivering everything.

That's groceries, that's food.

I'm delivering everything.

So doordash is a big, big component in our house.

Wow.

Okay.

So I think you're right.

We're going to be on the same page with a lot of these headlines.

So I have to agree.

I don't think people need apparel in an hour.

But behavior shifting convenience is winning in every category and doordash already owns that relationship.

So that stat, like you said about cross shopping is the key.

And maybe they're cross shopping other industries but once consumers are in the ecosystem, adding categories is easy.

So I don't think this is about replacing traditional E commerce.

It's about capturing incremental demand.

I would certainly be one to get a last minute outfit or game day gear or something like that.

So I don't think it's going to be a primary channel, but it's absolutely, I think a meaningful secondary channel and brands that ignore it are going to miss easy wins.

Yeah, that, that's the game day thing that they talked about in the headline in the story too.

That's really interesting too.

So like you're a Spartan fan, right?

You're a Michigan State or two.

Jen, Jen, Jen.

Jen's also Michigan Stater from Jay Recruiting.

So like could you see the use case?

Because I think I could where like okay, I'm, it's game day, you know.

Well, unfortunately there isn't a game for the Spartans this week.

Not to, not to, you know, throw salt, but I kind of had to.

But let's say there was a game.

I could see you like going on doordash to get food for the party that you're throwing the game watching party and then being like, and then they're going to serve up an ad for Michigan State apparel that you can have delivered to your house very quickly.

Like that's a use case you could see, right?

Absolutely.

I even think about for my kids, we're going out tailgating and I'm like, oh no, all of their sparty outfits don't fit.

Anymore.

I could easily.

It's a quick thing, so.

Right, Right.

Yes, of course.

No one would really want to put their kids in sparty gear, but once you get past that, anything's on the table.

Right.

But, yeah, I mean, that's.

That's what they're going for here, right, Jenna?

Yeah.

So, yeah.

So it's really.

It's really.

It's.

It's actually really interesting, like how lockstep we are on these headlines.

I.