FRIDAY FASHION SPECTRUM: ModCloth- Voice by Vintage

Photo Courtesy of http://www.modcloth.com/outfits.

By Hannah Lutz
Blog and Social Media Editor

Looking for some cute and classy outfits to celebrate summer? Take a break from studying for your upcoming finals to explore the wonders of ModCloth.

The online collection started as a vintage-only company, but it has since expanded to include independent designers as well. One of the reasons ModCloth founder Susan Koger decided to extend the merchandise to include indie designed apparel was not only to support other designers and small businesses, but also to cater to the ModCloth customer. It’s heartbreaking when a knock out vintage dress isn’t in your size, so opening the company to indie designers allows for customers’ access to an assortment of sizes.

Customer input keeps ModCloth fresh while also preserving its vintage reputation. The company relies on Facebook (where I first saw its ad), Twitter and its blog to stay in constant contact with ModCloth lovers. ModCloth even has a Be the Buyer feature on its website. With this program, ModCloth buyers and browsers can vote to help ModCloth choose which designs get created.

Susan Koger was recently featured in the December 2011 edition of Cosmopolitan in an article about up-and-coming female entrepreneurs. She started as a vintage aficionado who collected unique pieces (even items that weren’t in her size!). When her collection became so extensive that it was overflowing from her dorm room, Koger decided to start an online shop with her boyfriend (now husband) Eric Koger. After the pair received such a positive response, they began to branch out, to increase their inventory to not only vintage pieces, but also vintage-inspired looks. Now ModCloth is a huge company of over 275 employees.

Be careful- ModCloth can become an obsession. Their clothing, shoes and accessories vary in style and price (and there are always sales!). Right now, I can’t stop scrolling through their creative maxi dress and retro swimsuit collections.

Another interesting asset of ModCloth is its apartment section. ModCloth has everything from décor to office supplies to cameras and books. They even have pet accessories.

Each item ModCloth carries, to me, tells a story. ModCloth’s pieces are typically unconventional. The designers of each outfit, whether it’s vintage or indie-designed, really know their customers. They have intricately developed looks that fit different moods and personalities. Sometimes your look can describe you better than your words can; somehow ModCloth highlights its customers’ most vibrant qualities with a careful selection of perfect fabrics and flattering styles and, most of all,  a relentless dedication to giving fashion a voice.

Catch the “Friday Fashion Spectrum” bloggers when they start publishing again this September.