ModCloth launches an in-house line
ModCloth has come up with an in-house line, which will be officially launched on Thursday. The multibrand retailer had come up with Make the Cut program a few years ago which involved its customers in submitting their designs. This gets voted by the entire community and the winning designs are then produced by the company.
The company has again decided to use the same community feedback in order to lure existing customers and also increase their profit margin. ModCloth has an added advantage as its customer base is very loyal and provides regular feedback which includes posting reviews and photos of the outfits bought from the store.
This gives ModCloth immense knowledge about their choices and preferences which help them make clothes according to their customer’s likes and dislikes. Susan Koger, the co-founder of ModCloth is also the chief Creative Officer and she takes care of the designs of the outfits produced by the company. She has a design team of four technical designers and three fashion designers who are constantly involved in improving the fit of the line. The fit, the flare and the silhouettes are all designed according to customer feedback.
The fit of the outfits have always been a primary focus of ModCloth and therefore they have decided to open the Fit Shop officially on Thursday at the Union Square in San Francisco. Koger also said the most of the styles will be available in sizes XS and beyond for the plus size people, who are the major customers of ModCloth.
She wants her customers to give their feedback for their new collection as they actually take in all their feedback and work on them. According to Koger, the challenge faced by them in developing this line was to focus on what the customers do not want. Therefore each outfit produced has a reason behind its existence.