Every shopper wants to feel like her favorite brands and retailers understand her, including her preferred size, and favorite colors and silhouettes. As a result, some retailers are leveraging customer data to craft more relevant assortments. ModCloth takes this concept to the next level by using this information to design its own namesake label.
Offering a versatile line of tops, bottoms, cardigans, coats and dresses, ModCloth relied on feedback from its growing online community to understand the features and design elements that mattered most to customers.
“We’re really proud of what the ModCloth label represents: Collaboration with our community,” said Nicole Haase, Senior Director of Merchandising at ModCloth. “Our shoppers have a really incredible sense of style. We were looking at and being inspired by them, and we had years to look at the analytics to determine what worked and what didn’t.”
Leveraging its extensive analytics team, ModCloth dove into data to make informed design decisions. Specifically, the team honed in on everything from total sales to favorite colors and analyzed product ratings, reviews and comments.
“We went through what she likes, what she doesn’t and what she’s drawn to,” Haase explained. “We looked at the star ratings that focused on fit, product quality and length to make sure we were iterating on things and updating them appropriately.”
Typically, retailers focus first and foremost on hard sales, Haase noted. However, consumers can provide a lot of contextual insights that can help retailers improve their collections and experiences.
“Usually the numbers dictate what you adopt,” Haase said. “But we focus on the facts and finances and combine it with the commentary. Every time we launch a product on a site, the first review gets delivered to the buyer for that category. We try to turn negative comments into opportunity to make the products better.”
Although the label has only been available for about a month, “it has been very well received,” Haase said. “We offer sizes XS to 4XL and the product assortment truly represents the best of ModCloth.”
This “best of” collection offers all of the design elements ModCloth fans have come to know and love, according to Haase. The products still represent “quirky, fun and happy fashion, but it’s also more feminine and sophisticated.”
ModCloth’s ability to evolve as a brand while still keeping customer feedback in mind reaffirms the retailer’s focus on democratizing fashion.
“There’s a lot of analysis to be had but our DNA has always been community first, and adapting and adjusting,” Haase said. “Something as small as a pocket on a dress can be extremely important, so we want to pay attention to the details our community loves.”