Modcloth's Pop-Up 'Fit Shop' Gives People Access to Online-Only Clothing
Laura McQuarrie — August 8, 2015 — Marketing
As an online-only retailer that typically only sells garments and accessories from third-party vendors, Modcloth is stepping into new territory with the launch of its pop-up Fit Shop in San Francisco.
The shop was created to celebrate the brand's foray into creating its own 98-piece line of branded apparel. Since sizing can be such a challenge for many web shoppers and web retailers, this brick-and-mortar location gives consumers the chance to try on garments before the launch of the clothing in the fall.
To make the experience even more special, consumers are given clipboards, so that when they browse through the racks of clothing, they are able to mark down the item styles and sizes they would like to try on. As a body-positive retailer, body diversity is fully embraced at the Fit Shop.
The shop was created to celebrate the brand's foray into creating its own 98-piece line of branded apparel. Since sizing can be such a challenge for many web shoppers and web retailers, this brick-and-mortar location gives consumers the chance to try on garments before the launch of the clothing in the fall.
To make the experience even more special, consumers are given clipboards, so that when they browse through the racks of clothing, they are able to mark down the item styles and sizes they would like to try on. As a body-positive retailer, body diversity is fully embraced at the Fit Shop.
Trend Themes
1. Fitting Room Shops - Retailers are opening pop-up shops to give customers access to try on clothes before buying online.
2. Branded Apparel - Online-only retailers are now venturing into creating their own branded apparel lines.
3. Focus on Body Diversity - Retailers are embracing body diversity with the creation of specialized fitting rooms and apparel sizes.
Industry Implications
1. E-commerce - E-commerce retailers can adopt a brick-and-mortar strategy to enhance customer experience and promote their own branded apparel.
2. Apparel - The apparel industry can focus on creating more size-inclusive designs and opening specialized fitting room shops to cater to all body types.
3. Retail Technology - Retail technology companies can develop virtual fitting rooms to provide a more convenient and personalized shopping experience for online shoppers.
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