Pop-up Store Experience

Noelle Capozzoli Haley Bristor Brittany Jamison Jess Riggs

Who is ModCloth?• E-retailer selling affordable independent designers

clothing• Started in a dorm room and has grown to a multi-

million dollar online company• Has an indie, vintage, retro inspired one of a kind

style• Wants women to stand out and be true to themselves• Has built a strong community through:

– Engaging, interactive contests– Blogging– Active involvement in social media such as Instagram,

Twitter, Facebook, Chictopia, Polyvore, and Pintrest

Purpose and Goals

Project Summary

Defining the Problem

• ModCloth is an e-retailer with no physical stores

• No ability to touch the product prior to purchase

• No face-to-face interactions between customer and employee

Defining Objectives• To have a physical presence in the

community• To create an inviting environment• A mobile space easily assembled and

unassembled • Allow customers to perceive the product

before purchase

Success Criteria

• To increase ModCloth’s revenue• To bring in new customers to the

store• To build a presence in the general

public• Have the excitement of a pop-up

store shown through their social media sites for promotion

Understanding ModCloth

Business Analysis

Strategy• Targets customers through their social media

sites• Stays up to date with current trends• Keeps customers engaged through contests and

constant changing featured items• Thinks foremost about the customer and her

experience• Purchases and assembles items within the United

States• Customer oriented with easy access to customer

service for any issues they may have

Who is the ModCloth Girl?

Audience Profile

Demographics• Females• 15-35 year old age group• Student and career woman• Likes: D.I.Y. projects, thrift shopping,

art, animals, feminism, and social media

• She is caring and social• Located throughout the United States

Psychographic• Fully embraces social networking and its

influence on the many niches of culture• She has a love for clothing and a knack

for finding good deals• She lives a social life- both online and

offline• She has dreams• She reads books and watches movie

with strong female leads

Behavior3 types of women – Highly engaged

• Constantly up-to-date on Modcloth’s social media sites• Participates in contests • Voices her opinion • Barely purchases items

– High purchases• Purchases a lot of items• Not very active in contests

– A mix of both• Participates in contests and is up-to-date • Also has a few purchases under her belt

Visual Foundation

Perception/Tone/Guidelines

Visual Representation• Style is vintage and retro inspired• Clients see ModCloth as an inexpensive

retailer with unique finds • Communication between this company and

its customers is strong• ModCloth customers are very loyal to the

store

Overall Message

Measuring Success

Project Success

• Incorporation of the company mission

• Clear development of concept for design

• Properly managed time to complete design

• High quality design with attention to detail

Concepts for Pop-up Retail Store“Looking at the past as inspiration for

the future”

V.W. Bus Concept• Mobile site that moves all over the United

States• Promoted through social media used by

ModCloth• Features “Be the Buyer” items, special

featured designers products, holiday themes

• Contests can be held to bring customers to store

Concept 1

• Featured events such as D.I.Y. days where customers can come to an event to make a craft

• Old fashioned retro VW Bus can be mobile site that holds product

• Store will be held around the Bus at a designated outside location

Concept 1

Concept 2

“Unveil a More Confident You”• Celebrating individuality • Not so “typical” styles

-Prom dresses-Bridesmaids dresses

• ModStylists help with styling• Vintage closet theme

Vintage• Incorporating vintage items into the space• Comparing old with new• Old is the “new”• Old photographs with new vintage styles

photographs

Concept 3

http://pinterest.com/welliecap/color-palette-and-type/