Good news for fans of ModCloth: The online fashion mecca will be expanding this year, opening its first permanent retail store in Austin, TX.
The store will not be a traditional boutique that carries inventory; instead it will follow the brand's "fit shop" approach:
"The model is able to let customers try a wide range of its assortment by offering only one piece in each size and shipping the pieces to customers’ homes."
Matt Kaness, ModCloth's Chief Executive Officer, explained the brand's choice to WWD:
“A little over a year ago, we embarked on what became a six-city tour to experiment with the future of offline for ModCloth. Our community has voted resoundingly ‘yes!’ for us to have a permanent offline experience, and we’ve honed our ModCloth store model through this experimentation. I couldn’t be prouder of the ModCloth team. As is our practice, we’ll learn from this first one, and go from there.”
What do you think?
Will you be checking out ModCloth's Austin store when it opens? Have you visited any of their #IRL popup shops? What do you think of the "fit shop" model? Let us know in the comments.