ModCloth
Customer Brand Relationship Story
Challenge:
Write a brand story, based on this home page copy and image from Modcloth. Be sure your story touches on a) who their target customer is, b) what that customer wants most, and c) the solution Modcloth is offering.
STRATEGY
The following insights are derived from the image above.
Audience
Women who’ve finished the first view years in their career.
Moment in Culture
Corporate uniforms. Restrained expression. Liveless fluorescent light. It feels like the door to self-expression and play has been shut once women started their professional careers.
Key Observations about the Products
Colorful. Casual. Outdoors. For Home. For Marriage. Escaping the Ordinary.
BRAND STORY
“Life doesn’t have to feel constrained. ModCloth gifts joyful, colorful expressions to new professional women wanting to feel free and spontaneous again.”