View
63
Download
1
Category
Tags:
Preview:
DESCRIPTION
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 - PowerPoint PPT Presentation
Citation preview
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/
Recommended