Mod Cloth

Case Study Assignment
Made By: Alicia Anthony, Ali Dossani, Huma Altaf & Waseem Yousuf
Q. In a short paragraph, describe ModCloth’s brand. Comment on their strengths and weaknesses of
the brand.
ModCloth is an American online retailer specializing in vintage clothing and shoes. It was founded by
Susan Koger and Eric Koger. Mod cloth is recently moved from Pittsburgh to San Francisco as it is closer
to its suppliers. Its target market is 18 to 32-year-old women. A large part of ModCloth’s success is
attributed to its marketing program. It does not emphasize print and media advertising instead it
promotes through social media and blogs. One of the most successful reasons of ModCloth’s existence is
its emotional and stong bond with its customers.
Strengths:
➢ ModCloth is known for its bond with its customers. It engages with its customers through its
social media blogs, product update and exciting games with prizes.
➢ ModCloth is relatively cheaper compared to other Vintage clothing be sold.
➢ Shipping is free over a certain limit of purchase.
➢ ModCloth is unique and has a great customer care service. The have inhouse stylists who
interact with the customers regarding fashion related issues.
➢ The company provides gifts. While, they have frequent discounts and promotions.
➢ ModCloth provides their customers with the option to post authentic feedback on their website
which enables their new customers to trust and experience their products.
➢ One of the biggest strengths for the company is that they have made it difficult for other
companies to easily enter the barrier for competition or bring innovative ideas to out beat their
vintage collection.
Weakness:
➢ ModCloth is known for its niche product. To maintain its growth and to cope up with other
brands, it has to extend its product line.
➢ ModCloth should come up with more innovate ways to engage with its customers over social
media. Given that others can always catchup and replicate their ways of interacting with
customers which will fade the speciality of ModCloth.
➢ ModCloth does not emphasize on print and media advertising, which may limit their customers.
There must be people who are not so familiar with the social blogs but maintain a high interest
in media advertising.
➢ They do not have a wide client base as they there is no store location
Q. What is the difference between ModCloth’s core product and its actual product? Describe its actual
product and your assessment of whether the actual product provides an attractive mix of
characteristics.
The difference between ModCloth core and actual product is that its core product facilitates its
customers to win gifts, value for money, the status they get. The core products include contest updates
and fashion tips as well.
While, the actual product comes up with a colourful descriptive, quirky name. The actual product of
ModCloth caters to all sizes which is not just convenient for all but also one of the most go to brand. The
actual product provides an attractive mix of characteristics by offering a great proportion for different
body types with the size range of Xs to 4x. It is wallet friendly and incredibly stylish.
The floral and girl prints, along-with the fun names gives a great mix of characteristics to the product
itself. Below, is the sample of the name of the dresses on ModCloth’s Website.
Q. In what ways, if any, do you think ModCloth will look different five years from now than it looks
today?
Five years from now, ModCloth would look different in a much broader way than now. It would have a
collection of other products instead of vintage alone. It would have more clients than it does now. With
the extension of ModCloth, they would increase their target market as well and aim for the age group
above 32.
It could probably have physical store locations rather than online selling only. I see ModCloth much more
successful than it is now.
By 5 years, it would emphasize print and media advertising to cover all marketing aspects in order to
promote its business.

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Case Study Assignment

➢ ModCloth is relatively cheaper compared to other Vintage clothing be sold.

➢ Shipping is free over a certain limit of purchase.

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