Case Study #3: ModCloth

By Elizabeth Allred


Anyone love vintage clothing? I know I do.

The company I chose to analyze for this project is ModCloth. ModCloth is an online retail company that sells vintage-inspired looks for weddings and special occasions, casual outings and wear-to-work. Its diversity and distinctly vintage-inspired style is what initially brought me to like and follow the company’s brand.

Their Facebook profile, click here, has over 1,500,00 likes and nearly as many followers. The company joined Twitter in May 2008. Here’s the link. They have at least 136,000 followers and their username is @ModCloth. On Instagram, ModCloth has a following of 533,000 people, over 4,000 posts, and a link to their website. Seriously, check out their feed!



With over 4,000 posts on Facebook, ModCloth has a definite presence sharing both customer-branded content and in-house content in which the curated feed is diversified. An analysis of the logo and banner defines the vintage retailer’s brand: it’s simple, it’s elegant, and it’s diversified.   According to the company’s About Us section, MocCloth was founded in 2002 and four years later, the company moved out of the basement. It contains a link to the website, information on customer support, and a brief story of its creation.


A recently updated company page on Facebook


The company has liked a lot of relevant pages from personal fashion bloggers, public figures, fashion magazines, business and/or product services, and clothing brands. They have multiple photo albums with titles like “Professional Pizzazz,” “Boho Rhapsody,” “The Soda Fountain Dress, A ModCommunity Favorite,” and more.  They post quite frequently, updating the page daily with new content of new sales and new styles. A case in point is that they will post advertisements on the sales going on, such as during Independence Day.

The audience is highly engaged in their content compared to Twitter. One of their most recent posts, a video shared from Glamour, garnered over 1,600 likes. Most of their original or community-shared content only garner likes up to 300 on average. Many of the posts also garner a lot of support from within the community; however, I have seen some negative comments aimed at their buyout with Wal-Mart in March. Here’s a letter from the co-founder Susan Gregg Koger explaining the growth of the company and its recent buyout.


A letter from co-founder Susan Gregg Koger



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With over 58,000 tweets, ModCloth is a brand to watch. They are currently following 9,193 with at least 136,000 followers, has 1,788 likes, and is currently on 7 lists. Like Facebook, the style of the feed is identical to that of Facebook. Both its logo and banner are the same. Their short biography notes “Our vast collection of unique fashion & décor is distinctively darling! Follow us for style inspiration, exclusive access, & delightful surprises. #modcloth.” Short, sweet, and to the point.

They follow the most accounts on Twitter at just over 9,000. Many of the people they follow are public figures, writers & authors, social media marketers, and fashion bloggers in addition to notable news outlets like Daily Candy, Buzzfeed, and Medium and retail competitors like Gap Inc. and People Tree.

Surprisingly, their engagement on Twitter is typically lower than that of Facebook or Instagram. While they have over 136,000 followers, they have recently gotten at most 20 likes on posts and 5-10 retweets. They post advertisements of sales, repost articles from magazines inspired by the Modcloth brand, and using relevant hashtags and/or tagging relevant accounts such as #StyleForAll and @hellogiggles. Like their other social media accounts, most of their posts contain pictures of styled flat lays, videos, and articles.

They interact with customers via liking posts tagged with @ModCloth, usually praising the company in some way: their style, their fast shipping, their sponsored events. However, on the main feed, customer interaction is limited to few likes and retweets. They need to improve customer engagement on this platform compared to both Instagram and Facebook, where it maintains a good balance.

Fashion is about making a statement. I chose to study this company, because in some way, as a writer I do the same. I love vintage-inspired looks, particularly the dresses.



While their Instagram account has half as many likes as their Facebook page, ModCloth has a commanding presence with a steady stream of likes on each post. On average, posts receive between 1,000 and 10,000 likes, with average comments between 10-50 on the low end to 1,000+ on the high end. Those are strong numbers for a young company.

Like its other profile pictures, it is a simple logo with the emphasis on “M.” As a way to encourage likely customers, they also include a shortened URL link in their brief bio. Their five most recent posts celebrate the brand’s identity: clothing for all women, a vintage and fun style, and summertime favorites. Of the five posts, only one of them received just over 1,000 likes; the others performed a lot better with around 2,000-3,000 likes each.

Similar to their Facebook page, they interact with their customer base quite well on Instagram.


While some posts only garner a few comments, others garner thousands. Sometimes, the customer base is allowed an inside look into photo shoots for the brand, as indicated by the picture in the bottom right. Pictures from this photo shoot, for example, are used on the banners on all their social media platforms. They are sending a consistent message to their customer base: be you, choose our style, and join the community. Comments are generally positive on all the posts, as potential customers express interest in styles, compliment the model, and more. ModCloth responds to questions and inquiries from customers interested in the styles or having issues with the website.


ModCloth has a commanding presence on all of the major social media outlets. They are most successful on Facebook, followed by Instagram, and lastly Twitter. Because their consistency between platforms, all of them are generally appealing; however, I personally find the Instagram feed most appealing. Because Instagram is a photo-sharing platform, they are more easily able to connect with and personally engage with customers or likely customers.

Find ModCloth at:

(Please note this was not sponsored.)


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