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ModCloth – Curating Content and Taking Fashion Beyond the Buyer
Mediocrity in retail is dead. Engaging content, careful curation and understanding consumer needs is a must in the crowded marketplace. Enter ModCloth – breaking traditional rules for retail success.
‘With as much ease as the floating notes of the string quartet, you start your nimble footwork, the full skirt of your ivory dress bouncing along with your every stunning step…’
Please tell me, which bride already overjoyed with happiness and love, wouldn’t fall in love all over again and be swept away by ModCloth’s opening lines describing its ‘Winter Waltz Dress in Ivory‘. This is just one of the reasons that the vintage fashion retailer is at the forefront of retailing. It is these nuances, attention to detail and playing to consumer emotion that sets ModCloth apart from its competitors.
While attending the Schmart Marketing Conference (held yesterday in Melbourne), Dan Gregory, Founder & CEO of The Impossible Institute, discussed the need for marketers to understand exactly what it is they are selling in order to be able to market it effectively.
ModCloth is apparently leagues ahead, understanding that its ‘Winter Waltz Dress in Ivory’ is more than just one of thousands of products – it’s also a dream, an emotion that a woman will feel walking down the aisle to marry the man of her dreams, the photos that will adorn their home together and the story that she will share with her children and grandchildren. Ok, ok… so I might be getting a little carried away… but it’s this ability to understand and tap into a consumer’s needs and wants that will play a huge part in moving them through the path to purchase.
Taking it just that one step further, ModCloth’s ‘Be the Buyer’ function allows customers to vote on and curate its product offering. Undoubtedly, this allows the retailer to target and identify with those customers that are passionate about fashion and do not want to be dictated too. ModCloth has created a community through which this segment of customers can share their own fashion opinions, experiences and be the virtual buyer.
Koger started ModCloth when she was 17 years old, turning her love of thrifting into an online business, going to show that persistence and passion pay off. Koger operated the business from her college dorm rooms while pursuing her higher studies. Today, four years later, ModCloth counts more than 250 employees, has been lauded for its dedication to customer engagement and is regarded as a vanguard in the social media sphere.
“We want to fundamentally change the fashion industry! For so long, creating fashion has been this top-down process where the few ‘insiders’ at the top get to say what’s cool and what we should wear, and then it trickles down to everyone else six months later,” Koger comments on the ModCloth website. “We think that since the customers are the ones actually wearing the merchandise, they should have the loudest voice! I am living proof that you don’t have to be an insider to be knowledgeable about fashion and have an impact on the industry. I am so fortunate to be able to do what I do for a living, and I want to share that experience with our customers.”
Don’t miss Koger at the Online Retailer Roadshow, which is touring Brisbane, Melbourne and Sydney in March. She will be sharing the ModCloth story and secrets to the success of her disruptive business model in the keynote presentation ‘Leapfrogging with Disruptive Retailing‘.