ModCloth’s innovative Internet marketing, spearheaded by Eric, continues to play a major role in the company’s growth. He understands the Internet is an increasingly important conduit for the website’s target demographic - young fashionable women who value unique and retro style. Social networking sites like Facebook have played a role in both advertising and customer interaction. ModLife, the website’s blog, increasingly provides an opportunity for connecting, as followers can submit photos of their style or enter various contests.
The company has been working on redesigning the website for the past eight months and expects to release the upgraded site within the next month. Following the interactive trend, additions in the near future may include increased input from shoppers on what clothes should be sold on the website.
The role of Susan’s personal style however should not be downplayed in this success story. Susan’s own fascination with edgy vintage or retro items is what shoppers identify with, and she has a knack for picking styles that are timeless rather than tacky. Her fashion icons include her grandmother, who helped her develop her healthy obsession with thrifting, and Gwen Stefani. She has admired Gwen since she was 12 years old for “making a statement that’s true to her style.” Susan describes her personal style as slightly over the top, with a love for clothing from the 1980s and anything with a high waist. It is obvious from the company’s success that many women identify with Susan’s style. Her hand-picked vintage items, sold in the One-of-a-Kind section of the website, often sell within a few minutes of being posted.
The website itself is the summation of both Susan and Eric’s continued efforts, along with that of their devoted staff. Most of the staff itself represents their target demographic and many contribute to the ModLife blog. Of course Winston, the pug mascot, and several other dogs roaming the company warehouse boost company morale. Susan’s approach to business is laid back yet honest. She understands a successful business is run by the kind of people you want to know - a guy you could play video games with, or a girl you could see as a shopping partner. It is obvious from the company’s success that Susan, Eric and the rest of the ModCloth staff are those kind of people.