Data-Driven Dresses: The Art + Science of ModCloth
What happens when a brand known for feminine frocks implements Lean methodology at its purest? When it allows customers to directly inspire its designs and exert real-time influence over every facet of its business, including back-end supply chain decisions?
ModCloth happens. The most engaged community in fashion happens. $100 million happens. Eric and Susan Gregg Koger’s marriage of the art of fashion to the science of data has given birth to highly relevant merchandise, divorced the company from typical retail overstock, and raised up a deeply passionate community.
This husband-wife team will share how ModCloth systematically fosters social, mobile, and cross-platform customer conversations to drive both art (design decisions) and science (a lean, responsive supply chain). ModCloth’s “Virtuous Cycle” of customer-company influence offers insight for entrepreneurs, designers and marketers on using data and customer conversations to scale their companies and communities.
Additional Supporting Materials
- How does the Lean construct of minimum viable product translate in the fashion vertical, given its costly manufacturing runs?
- How can user data and feedback to an artistic product like a dress be used to drive a company’s rapid iteration process?
- What does ModCloth’s “Virtuous Cycle” look like? What are some concrete examples of how ModCloth’s users influence the company's offerings and operations?
- What other creative companies and verticals would benefit from implementing data-driven approaches to rapid iteration in response to customer feedback?
- What are the costs and challenges associated with allowing customers to have deep influence over a company's offerings?
Laura Vrcek ModCloth
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