I’m going to sound like I’m promoting ModCloth in this post, and technically you could say I am. When you click that link, you get a $15 coupon, and so do I. However, I’m really only writing about them because I see them as a leader in the social marketing industry. They do so many things right including:
- Community Engagement
- Social Integration
ModCloth stands out among the other women’s clothing brands to me for so many reasons. I think they have a solid brand, and a solid understanding of who their target market is and what they want. First of all, they are solely e-commerce, so to create a brand around a store that doesn’t have a brick and mortar version is challenging, but they definitely have it locked down. What are they? They are cutesy, vintage, retro, sweet, hipster, indie, and feminine. They don’t sell their clothes with super skinny Victoria’s Secret models, but with normal-sized, normal-looking women between the ages of 18 and 30. I appreciate that I can look their clothes and know if something will look good on my body and not just a size 0’s body.
ModCloth does an excellent job of involving their customers, to the point that they become the brand. How do they do this? They have a program called Be the Buyer. Before the company buys clothes to sell on the site, they actually allow customers to vote on whether or not they would buy a particular piece. This is genius in that they not only involve the customer, but they get an idea of what she wants before even trying to sell the item.
Another way they involve the customer is a contest called Make the Cut. Customers can actually submit their own clothing designs and drawings for the chance to win a great cash prize along with having their item actually made and sold on the website.
They even have a Style Gallery where customers can submit photos of themselves wearing outfits they got from the website, as well as vote or “love” their favorites. This is another way they can show their target market that normal women are buying and wearing their clothes in style, along with ideas on how to accessorize certain pieces.
ModCloth does a great job of integrating social media seamlessly into their site. Not only do they have active communities on Facebook, Twitter, and Pinterest, but they practically make their website feel like a social network itself. As you see in the screen shot above, they have buttons to share on each major social network…my guess is the Pin It button gets used the most. They also have a “Love It” option, so you can save the piece in your repertoire of “Loved” items.
Below the item, they have honest reviews from customers. They can include photos of themselves wearing the piece, their measurements, star rating, fit, etc. This helps with transparency, shows customers how the pieces look “in real life”, and helps notify the company when an item has a recurring issue.
I honestly could go on and on about ModCloth’s marketing strategy. For instance, they regularly host giveaways and contests on their Facebook page, have a steady stream of Pinterest pins that are relevant to their target market, and so on. If you ask me to name a brand that I look up to when it comes to social marketing, they are the first to come to mind. The takeaway here, if you want to be as successful as ModCloth in social marketing, be sure to
- Have a solid brand that speaks to your target market
- Involve your customers in your brand
- Integrate social media functionality as much as possible