Consumer Insights at Work: Kelton Global X ModCloth

We’re thrilled to see our work with ModCloth come to life through the launch of their #SayItLouder campaign!

ModCloth recently debuted their new digital campaign, which has been covered in major media outlets like AdAge, WWD, Marketing Dive, psfk, Textile World, and more.

“ModCloth initially came to us to understand the wants and needs of their core customer. We quickly found, using consumer insights, that the opportunity was much bigger. We partnered with the ModCloth team to craft a strategy to solidify the brand’s base of current customers and differentiate through the aspirational consumer they must attract to grow as a brand. This strategy spanned everything from product design and styling to communications to customer experience, with the goal of achieving and enduring relevancy in the consumer’s life. #SayItLouder does that and more, celebrating and inspiring individuality in the most relevant way. Congratulations to team ModCloth on this exciting brand evolution!” – Keshia Peris, Kelton’s Director of Insights & Strategy

 

Check out their recent coverage in AdAge:

ModCloth, the quirky ecommerce brand that gained a following with its spirit of eclectic individuality before its acquisition by Walmart last year, is trying to increase its awareness and brand perception with a new campaign. Beginning Monday, the digital push “Say It Louder” highlights a diverse group of female musicians.

“We have an awareness opportunity,” says Mike Janover, VP of marketing who joined 16-year-old ModCloth two years ago. He noted that earlier this year, the brand surveyed its loyal and potential consumers and found that while ModCloth resonates with its image of inclusivity and approachability, it has more work to do around product details and messaging. To that end, Walmart’s ownership can help bulk up the brand’s marketing muscle with better photography, styling and campaigns, Janover says.

Since Walmart acquired ModCloth—for around $75 million, reportedly—last year, the ecommerce brand’s marketing budget has increased by double-digit percentages, Janover says. Of course, the brand also lost some shoppers—many consumers criticized ModCloth, known for body diversity and no photoshop pledges, for selling out to a corporate giant not known for supporting independents.

“When we first went through the acquisition, there was a small cohort of customers aware of the association who self-selected out—I don’t anticipate much of what we’re doing in the past or future to change that,” says Janover. “The acquisition has been fantastic from a marketing perspective because of the limitless supply of capital as we move forward, it allows us to have fun and grow.”

 

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