The online retailer is offering offline brick-and-mortar shops in response to customer preferences indicating that prospective buyers like to touch and try on clothes pre-purchase

After years as a major online fashion presence for quirky merchandise, ModCloth is bringing its inventory to the real world—but with a slight catch. Unlike at traditional retail locations, these ModCloth shops—dubbed FitShops—will feature only a small selection of the brand's entire inventory, and the items won’t actually be available for sale. Instead, with the help of in-store stylists, shoppers will be able to try on the clothes and then order them online.

FitShops will also keep an inventory of unique vintage items that will be available for purchase. ModCloth will be opening stores across the country, starting in San Francisco and extending all the way to New York and Washington D.C. ModCloth has wanted to set up shops in the real world for years, but it wasn’t until Walmart purchased the company in 2017 that this dream could become a reality.

ModCloth is putting its customer first with this offer, catering to their preferences for pre-purchase, IRL trial: Surveys have shown that many shoppers prefer to have a feel for the material and fit of their clothing before buying. Overall, the FitShops function as a needed liaison between online and offline shopping, helping to provide customers with the best of both worlds by combining the convenience of online ordering with the confidence of real-world trials.

ModCloth


Lead image: ModCloth via Facebook

After years as a major online fashion presence for quirky merchandise, ModCloth is bringing its inventory to the real world—but with a slight catch. Unlike at traditional retail locations, these ModCloth shops—dubbed FitShops—will feature only a small selection of the brand's entire inventory, and the items won’t actually be available for sale. Instead, with the help of in-store stylists, shoppers will be able to try on the clothes and then order them online.

FitShops will also keep an inventory of unique vintage items that will be available for purchase. ModCloth will be opening stores across the country, starting in San Francisco and extending all the way to New York and Washington D.C. ModCloth has wanted to set up shops in the real world for years, but it wasn’t until Walmart purchased the company in 2017 that this dream could become a reality.