ModCloth is an online indie, retro style clothing and accessory store. I found this site through a Facebook advertisement so I know they excel at social media marketing. Being an online site, with no physical stores, I think the social media piece of their marketing and branding becomes vital and unavoidable. Consumers have great things to say about the quality and variety provided by the company, plus a whole community of stylist advice and questions exist centered around ModCloth.
Their Facebook page is well liked and the ad appears often on random pages, likely because it is something I am interested in and mention on my own page. The page is easily accessible from the advertisement and their website, plus every other social media page has a link to the other under an easily viewable tab “Follow us.” The Facebook page does a great job of encouraging participation with pictures, questions, sale advertisements, and stylist suggestions. Each post has anywhere from 20-100 comments and close to a 1000 “likes.” Clearly this site is well viewed and a great place for people to be positive about the website in general, a must have for this small company’s branding. Also, I can see which of my friends “like” this page thus encouraging my own participation and further markets the company name. ModCloth has returned comments on every post, answering questions, concerns, or style advice. The site is well loved by the company and it shows, they don’t just have the page because you’re supposed to these days, but rather embrace it as a way to reach their consumers and create a better company.
You can also find ModCloth on Flickr, with a photo thread “Outfit du Jour” that consumers can comment on. This site is not commented on very frequently, but comments are generally positive. They also have an account on Tumblr with photos, style ideas, interviews with stylists, and more. Again, comments are positive and fairly regular. Pintrest is another avenue ModCloth shares style ideas and advertisements. I feel that these websites are all fairly similar, but may reach a different audience each time with positive reviews, and just as much care and attention from the ModCloth team. With this company, no social media site is forgotten. It doesn’t stop there, there is even a YouTube channel devoted to ModCloth with fashion tips, employee interviews, and more. All really well done and well viewed., one video had 8,000 hits, who knew headband styling was so popular! There is also a ModCloth blog that is well maintained and has a different blogger each month to keep the information and creativity fresh. This is a great avenue for consumers to participate and describe any concerns they may have (though that is few and far between) and feel connected to the company. Finally, Modcloth has a Twitter feed that can be followed and demonstrates the effectiveness of ModCloth’s communication with their consumers with an easy to search (hashtags) interface.
One of the effective ways ModCloth uses social media to connect with their consumers is by asking users to “Be the Buyer.” Through these social media avenues consumers can comment on style choices, such as color, length, or whether or not the store should sell an item. This allows consumers to participate in the store, fuel loyalty, and generally please a customer because it feels like their opinions matter and they are being heard.
All of these sites have well attached tags so when on the site and searching for clothes in general, vintage, indie, or ModCloth, this page will be provided. As I mentioned before, the social media sites are important to the company, not just a chore, and it shows with their own participation and the frequent posts with much creativity and consumer interest. This company is a great example of how social media can be used to brand and engage customers, especially gaining a following and consumer loyalty. They also demonstrate how much positive feedback can come from these websites.
I had a lot of fun learning what other’s thought of this company and was impressed with how widespread their social network is. This company is a great model for social media tools, and the monitoring tools, like RSS,came in handy while searching through their many sites.
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