Until recently, Milwaukee was home to few clothing store chains. But Urban Outfitters, Inc. has opened two highly anticipated stores in the past four months.

Urban Outfitters, the go-to store for the hopelessly trendy among the college and young adult set, opened on the East Side in October. Anthropologie, which offers modern French-inspired fashion and home decor for the late-20s to mid-30s set, opened in mid-January in the Third Ward. This location is the first in the state.

Each store has a distinct look and personality that fits with its respective neighborhood.

The pale brick walls of Anthropologie, 301 N. Broadway, offer a subdued backdrop to the brightly colored spring clothes already on display. Piles of etiquette and coffee table books mingle on round tables with precariously stacked delicate teacups and saucers. Racks of short trench coats and flowered short-sleeved tops are sprinkled throughout the home items. Employees spend their time folding short-sleeved cardigans and straightening hangers on racks of new spring sundresses while quiet customers peruse the items on display.

"We had no concerns about (Anthropologie) coming in," said Ron San Felippo, president of the Historic Third Ward Association and chairman of the Business Improvement District No. 2. "It's a good fit."

The increased foot traffic from Anthropologie will help local businesses, San Felippo said.

"From what I've been hearing, the early indications are that (Anthropologie) is a homerun," San Felippo said.

Urban Outfitters, 1937 E. Kenilworth Pl., on the other hand, bustles noisily with customers, mostly college-aged men and women. Employees offer friendly greetings but leave customers alone to shop at their leisure. The store is decorated in bright colors with huge posters advertising prices and new items. Tables with boudoir inspired jewelry stands and pale lingerie are mixed among racks of menswear inspired tweed vests and hats.

Since Urban Outfitters is a national chain, and its only other store in Wisconsin is on State Street in Madison. Jim Plaisted, executive director for the East Side Business Improvement District No. 20, thinks it's a good improvement to the neighborhood.

"Given its branding and attractiveness, we think that it will bring people in," Plaisted said.

He hopes people who come into the neighborhood to shop at Urban Outfitters will stop in at the local boutiques in the area that cater to the same demographic, Moxy, Envy and Ess Elle. Sarah Skinner, co-owner of Ess Elle Style Studio, 1919 E. Kenilworth Pl., had the same hope when she and partner Lisa Trautner decided to open shop in the Kenilworth Building. The proposed Urban Outfitters was one of the reasons they decided to lease the space about a year ago.

"We have seen business pick up recently," Skinner said. "I don't know if that is just because of Urban because we have only been open for a year, and don't have those statistics, but it might be."

According to business owners, there has been an increase in business and foot traffic, said Plaisted.

"If I was shopping in Anthropologie or Urban, I would stop and look around at other boutiques I didn't know about around them," said Shelby Borchardt, a freshman in the College of Arts & Sciences.

Kaleigh Ward, a freshman in the College of Arts & Sciences, said she shops at Urban Outfitters for the unique and trendy clothing but steers clear of Anthropologie because of the prices.

"I like the environment of Urban Outfitters. It feels more laid back than other clothing stores and the clothes are unique in their fit, coloring and styles," Ward said.

Ward said she hopes more new stores will open in Milwaukee.

"I would like a United Colors of Benetton to open up in Milwaukee, a Nordstrom in downtown, maybe a Betsey Johnson and a Lucky Brand store," Ward said.

Seeing new stores in Milwaukee may not be too far off.

"Hopefully, we will continue to attract quality national retailers and quality local boutiques," Plaisted said. "It's not about pushing out the local entrepreneurs. The right national retailers can hopefully help them."

Visit Urban Outfitters, Inc.'s Web site.