ModCloth Expands To Brick-And-Mortar With New Fit Shop

Community has been at the heart of the ModCloth brand since its inception in 2002. Through its e-Commerce site, consumers are encouraged to post pictures of themselves wearing ModCloth apparel and accessories, and then comment on overall size, fit and quality. The retailer then uses these insights to inform future assortment and merchandising decisions. 

Now, ModCloth is bringing its thriving digital community to brick-and-mortar with the launch of its San Francisco Fit Shop. Although some may be quick to label it as a pop-up shop or makeshift store, Nicole Haase, Sr. Director of Merchandising at ModCloth, calls it a “community party.”

When consumers visit the Fit Shop, “they’re there to interact with each other and take pictures of the products,” Haase said in an exclusive interview with Retail TouchPoints. “Buying is important, but it’s truly secondary in this case. It’s more about the community interacting in real life.”


ModCloth tested a similar store concept earlier this year in an effort to expand community awareness in the Los Angeles fashion district.

“It was a great opportunity for our buying team to directly interface with the community,” Haase noted. “We created a wonderland of products, and that’s how the Fit Shop model began. Once we saw how successful it was, we asked: Where are we going next?”

The Fit Shop, which opened on July 30 and will be available through August 17, features a collection of ModCloth apparel and accessories across myriad of size and color options. Consumers are welcome to stop in the shop during regular hours. They also can reserve a fitting room appointment with brand experts, called ModStylists.

Creating A Hassle-Free Customer Experience

When consumers enter the store, they can peruse the store casually until they’re ready to try on items. At that point, they’re measured by a ModStylist to ensure optimal fit. Should consumers decide to purchase an item, they can either buy the item and walk out with it or order it via ModCloth’s in-store POS system.

Using iPads, ModStylists can select the desired products, sizes and colors, and have items shipped directly to consumers’ homes. Free shipping is available for all Fit Shop purchases; however, customers who spend $150 or more receive free expedited shipping. 

The ModCloth team will refer to sales data and customer feedback to determine the success of the Fit Shop. This data could help validate investing in additional Fit Shops in the future.

“I would be remiss to say this wasn’t on our radar,” Haase said. “It’s been incredible thus far so we’re trying to figure out a strategy that makes sense and is true to our brand and customer community.”

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