The Challenge:
ModCloth, a popular online retailer known for vintage-inspired clothing, body positivity, and inclusivity, wanted to explore the feasibility of physical retail spaces. Our goal was to test customer interest in a physical store experience emphasizing ModCloth’s values and unique products without a permanent retail commitment. To do this, we planned a series of pop-up events to test customer response, beginning with a plus-size line launch in NYC and a highly anticipated event in Los Angeles over a year later.
Our NY Plus size popup event
The Los Angeles pop-up was to be a fully immersive, experiential event where customers could try on clothing with stylists, get personalized fit guidance, and see the quality and uniqueness of ModCloth’s products in person. We were given a challenging timeline of approximately two months and a budget of $15,000 to transform a vast, early 20th-century bank space at the entry to our office building into a vibrant, inviting, and brand-aligned ModCloth store.
The Solution:
The space we secured in LA was grand but overwhelming. To direct focus toward the products, I collaborated with our merchandising team to create a layout that grouped clothing into a visually compelling color spectrum down each side of the room. This was enhanced by floor-to-ceiling fabric panels in complementary colors, creating a dynamic, cohesive experience. A back wall adorned with colorful posters featuring quotes and graphics added warmth, pulling the room together as a true brand experience that both energized and engaged our visitors.
A critical part of our concept was enabling customers to try on clothing in a seamless, enjoyable process. With limited stock, we couldn’t rely on a traditional fitting room approach. We devised a system using display cards for each garment, detailing size range, color options, and fit notes. Customers selected the cards for items they wanted to try, and stylists would retrieve the garments in their sizes from a storeroom. We created 21 budget-friendly fitting rooms, each designed with walls, mirrors, and hooks, for a cost of only $100 per room.
The experience was as much about community as it was about trying on clothes. The fitting area featured large mirrors, creating a space where customers could share styling advice, encouragement, and positive energy and the stylists.
Our LA popup shop
The Outcome:
The LA pop-up was an incredible success, with lines extending to the street. The experience resonated so well with customers that we expanded the model for a month-long pop-up in San Francisco, eventually keeping it open for nearly a year due to overwhelming demand. In San Francisco, we further refined the process by tagging products and providing customers with clipboards for creating personalized shopping lists, enhancing their experience while improving efficiency for our team.
Our San Francisco popup shop
product tags
This momentum led to a nationwide pop-up tour across major cities, including Austin, Washington D.C., and Pittsburgh, culminating in our first permanent Fit Shop in Austin. As Head of Store Openings, I coordinated each location’s design, merchandise, permits, and logistics, ensuring each shop met ModCloth’s brand standards and resonated with the community. Each event reinforced the Fit Shop model as an extension of ModCloth’s mission—empowering and celebrating customers of all sizes and backgrounds.
Various stores from across the country.
Conclusion:
Through this experiential approach, ModCloth successfully bridged its online presence with an engaging, supportive in-store experience that resonated with a diverse audience. My work on this project highlights my capabilities in creative direction, user experience, and project management, as well as my commitment to developing customer-centered experiences that drive brand loyalty and engagement.
Our first permanent store in Austin, TX
I'm always willing to jump in and get my hands dirty to get the job done!