If you spend any time on Facebook (and who doesn’t these days, really), you’ve probably seen sidebar ads for all sorts of things, from Expedited Visas to Spring Break For Free to Match with Christian Singles. One company stands out, under the ad moniker “Indie Treasure Trove”: a start-up clothing company called Modcloth.
Located solely on its pretty, simple website, Modcloth is a great compendium of cute clothing and accessories. Its products are a bit bohemian with a hint of hipster, certainly mod- and vintage-inspired, yet still wearable even if you don’t identify with a fashion archetype. Each dress, belt, shoe or accessory features photos from multiple angles and a campy, tongue-in-cheek description playing on the item’s name. (The “Here’s Looking At You, Coat” description opens with the famous line from Casablanca, “Maybe not today, maybe not tomorrow, but soon, and for the rest of your life, you’ll need a coat like this by your side.”)
ModCloth caters to its young clientele in numerous effective ways. Members of the site can “love” items for other viewers to see, add them to wishlists, make them viral through conveniently-placed links to social networking sites, and even choose which items are available for sale, through member-run contests like “Be The Buyer.” The site is updated periodically throughout each day, making it great for online shopping when you’re bored at your internship or procrastinating from writing that paper.
For as much as ModCloth delivers online, it often falls short in person. The quality of products can be shockingly shoddy, especially for the comparatively high prices the site charges. The best way around this flaw is to faithfully check and re-check the “Composition and Measurements” link, located on each item’s page, where the type of cloth, size of the garment, and other basic details give a better picture of what you’re actually buying. Even odd details, like if a coat uses buttons to hide snap closures, are listed here.
Due to this lack of quality follow-through from the website to my closet, I’m unlikely to purchase much from ModCloth, unless a piece is particularly unique or I’ve vetted it enough to know that it won’t fall apart or let me freeze in winter. I will absolutely, however, continue to check the site’s New Arrivals page on an almost-daily (okay, daily) basis and share its adorable finds with my friends. I look forward to seeing what ModCloth cooks up in the future.