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I don’t want to give away all of Cooper’s great insight into how to create a bustling marketing and merchandising operation, but there are three popular rules that Cooper says are just made to be broken.
Broken Rule #1: Always organize merchandise in a way that makes sense.
ModCloth, and – more importantly – their hip and trendy fashion shopper, doesn’t believe that this should always be the case. ModCloth merchandising is completely random. One site visit and you’ll see that it’s perfectly normal to find a pair of sunglasses nestled between a bomber jacket and a sundress. Cooper says the website launches between 25-50 new products a day – in random fashion – where the “sense of newness creates a reason for our girl to come back.”
And come back she does. One-third of ModCloth customers visit more than once a day. A “crazy” (Cooper’s word, not mine) five percent visit more than 5 times a day. Why so many site visits? This brings us to the next broken rule…
Broken Rule #2: Let the designer or buyer drive fashion trends.
The ModCloth shopper doesn’t prescribe to this and neither do company merchandisers. ModCloth lets the community drive fashion in every channel possible, but most notably through its Be the Buyer program and by listening to the customer through social media and reacting to it. We dug deeper into this concept in a recent Q&A with Cooper, where she detailed exactly how engaged the ModCloth shopper is when it comes to trendsetting.
Broken Rule #3: Only measure success through conversion.
Social media has changed this rule from the get-go over the past few years. How does ModCloth measure success? By measuring the lifetime value of its products, campaigns and branding on the consumer.
In the end, Cooper strongly suggested the audience learn and play around to figure out the ‘rules’ for their target customer.
“Regardless of the tool you use, there are a lot of opportunities to think differently about how you engage your customer and what it is she is going to respond to because it’s not always what you think it is,” Cooper said. “Putting numbers behind that hunch is key to bringing together merchandising and marketing and making that customer part of your community.”
