efashion12 - susan gregg koger - modcloth
TRANSCRIPT
Susan Gregg KogerCo-Founder & Chief Creative Officer
EMERCE
#2
Traditional Model
Focused on indie-designer, unique product
All fashion is vintage
Engaging the customer in the brand and democratizing fashion
Community involvement off the site… the expected
Community involvement off the site… and the less expected
Community involvement off the site… and the less expected
Community in Reviews
…and on the site
Our blog is another place to start and continue conversations
Sequined to None Dress by Sofie Teal Infinity and Chiffon
by Rachel Anne
Zest is More Dressby Moriah
Engaging in other ways – writing
Be the Buyer
Be the Buyer
Customers provide direct feedback . . .“Get rid of the ruffles and it would be
amazing”11.3% 88.7%
Leading to valuable improvements
Be the Buyer: Insights + Engagement
Average sales / Be the Buyer items 2.4x velocity that of non-BtB items!
• 9 Million votes• 16% of members voting on BtB• 50% of BTB voters have voted
over 20 times!
Great engagement vehicle• 30% of BtB customers voted
before they placed their first order
• BtB buyers spend more
…designing
…and voting
…to real product!
Community Focus Creates Virtuous Cycle
She…
