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 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

Behavior 3 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