When I read this headline I was excited to learn that they were talking about ModCloth, the only brand I have truly been loyal to in consumer climate that’s decidedly disaffected. As a long time fan of the retailer, I have witnessed their growing pains first hand through experimental tweaks to their marketing, products and sale strategy. Next month these shifts will only get more dramatic as ModCloth opens its first permanent store in Austin, Texas; and doubles down on a more “sophisticated” look that makes “the personality more subtle.”
While I long for the time when shopping on ModCloth was like peeking into Jessica Day’s closet, it seems that the company is truly preparing to leave the kitsch behind. I can respect the move as a play to grow their market share, but please don’t leave your colorful cardigan-wearing advocates behind.