Case Study 2

1. In a short paragraph, describe ModCloth’s brand. Comment on the strengths and

weaknesses of the brand.

ModCloth is an American based online clothing shop founded by Sausan Koger and Eric Koger.
ModCloth specializes in vintage, indie clothing, accessories and décor with the target market of
18-32 year old women. Modcloth only uses social media and blogs to promote their brand and
their strength lies in strong emotional bond with their customers.
Strengths:

 Strong bond with its customers

 Relatively cheaper from its competitors
 Uniquely stylish and engages with customers
 Provides gifts, discounts and promotions frequently
Weaknesses:

 Niche product line

 Only uses social media to promote brand

2. 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.
Modcloths core product provides value for money and status. Customers are also able to win
gifts. On the other hand, the actual product comes with attractive and eye-catching names. It
comes in all sizes which makes it more convenient for customers while being budget friendly
at the same time.
3. 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 could shift from online only to physical retail stores. They’d
have a much broader collection of clothes not only limited to vintage. They could also open a
kids/teen section which would effectively enhance & enlarge their target group. By taking
advantage of all the promotional tools available in 5 years, Modcloths business will bloom in
my opinion.
Barringer, R., B. & Ireland, D., R., (n.d). ModCloth: The 4ps of a successful online clothing
retailer. From Class Activities.
Dinh, L., (n.d). ModCloth- The brilliant content marketing Strategy from one of the world’s most
inspirational fashion eCommerce Brands. Retrieved from https://beeketing.com/blog/modcloth-
growth-story/