ModCloth

ModCloth is an American online retailer of indie and vintage-inspired women's clothing based in Los Angeles.

ModCloth is an American online retailer of indie and vintage-inspired women's clothing based in Los Angeles. ===Truth in Advertising Act endorsement=== In 2014, ModCloth became the first retailer to sign the Heroes Pledge for Advertisers. As an endorser, ModCloth committed to not using Photoshop to "change the shape, size, proportion, colour, and/or remove/enhance the physical features" of its advertising models in post-production. In June 2016, ModCloth hosted an event on Capitol Hill to support the Truth in Advertising Act. Modcloth's Susan Gregg Koger spoke at this event alongside Representative Ileana Ros-Lehtinen, who was one of the introducers of the act. ===Real people as models=== In 2015, ModCloth began using staff members as models for its swimwear advertising campaigns. ModCloth's swimsuit campaign launched in response to research that correlated low self-esteem for women with exposure to thin models. ===Plus-size rebranding=== In 2015, ModCloth removed the plus-size term from its site. The company's decision was supported by a ModCloth survey, which concluded that almost two-thirds of women were embarrassed to shop in a separate section for plus-labelled clothing. The plus-size clothing was integrated into the greater site and made shoppable through size filters. ==Crowdsourcing initiatives== ModCloth has developed several crowdsourcing initiatives that have impacted its product line. ===Style Gallery=== Style Gallery is a user-generated image gallery where customers send photos of themselves modelling in a purchased ModCloth garment. These photos are then featured on the ModCloth blog, allowing visitors to see how a certain clothing item looks when worn by a real customer rather than a professional model. ===Fit for Me=== Fit for Me is a feature on the ModCloth app, which allows users to see suggestions for clothing that will fit their exact body shape based on other user reviews. Users input their own body measurements when they leave a review for a previously purchased product. Fit for Me uses this data to generate specific clothing recommendations depending on the user's measurements. ===Be The Buyer=== In 2009, ModCloth ran the Be the Buyer program, which allowed users to decide which clothing designs would be produced and sold by ModCloth. Users voted on clothing samples via a virtual tradeshow. If a certain product received a large enough quantity of votes, it would be pushed to production and available for purchase on ModCloth's website. Using this model, ModCloth became the first retailer to supplement an existing business model with crowdsourcing efforts. ===Make the Cut=== ModCloth ran the Make the Cut contest in 2012, where ModCloth created products based on consumer ideas. Customers were invited to submit clothing sketches, which were voted on by other users. The contest winners had their sketches adapted into real clothing for the spring line, with each Make the Cut garment product featuring the artist's name printed on the label. ==Philanthropy== On March 5th, 2012, ModCloth announced a donation of "just over 500" dresses to The Princess Project. The project was created to provide free prom dresses and accessories to high school girls who cannot otherwise afford them. For every dress purchased from its Fancy Frocks collection that day, ModCloth said it would donate a dress to the nonprofit. Several of their employees also volunteered at the dress giveaway days. In 2015, ModCloth began a partnership with Schoola to raise money for Malala Yousafzai's Malala Fund, which advocates and supports education for young girls. ModCloth participated in the cause by donating clothing, which Schoola sold for a discount. The proceeds were then donated to the Malala Fund.

Text derived from https://en.wikipedia.org/w/index.php?oldid=1377478367 under CC BY-SA 4.0; modifications have been made.