founded 2002 in pittsburgh pennsylvania founder eric koger susan gregg koger headquarters san francisco california united states key people matthew kaness chief executive officer products clothing accessories decor revenue 150 million 2014 1 number of employees 350 2 website www.modcloth.com modcloth is an american online retailer of indie and vintage inspired women s clothing . 3 the company is headquartered in san francisco 4 with an office in los angeles and a joint office fulfillment center in pittsburgh . 5 contents 1 history 2 stance on body image 2.1 truth in advertising act endorsement 2.2 real people as models 2.3 plus size rebranding 3 crowdsourcing initiatives 3.1 style gallery 3.2 fit for me 3.3 be the buyer 3.4 make the cut 4 philanthropy 5 accolades 6 references history edit modcloth was founded in 2002 by susan gregg koger and eric koger . both susan and eric were students at carnegie mellon university and launched modcloth as an online website to sell pre owned vintage dresses . 6 modcloth grossed 18 000 in revenue in 2005 and received its first round of seed funding in 2008 . 7 in 2009 modcloth reported 15 million in revenue 8 allowing them to relocate headquarters from pittsburgh s strip district to san francisco . 9 modcloth reported 100 million in revenue in 2012 10 and 150 million in 2014 . 11 in 2015 modcloth became a multi channel retailer when it opened its first pop up fit shop in los angeles followed by another in san francisco . 12 modcloth pop up shops carry a curated collection of modcloth clothing and home decor along with select pieces from local artists . 13 modcloth uses these pop up stores to promote existing online and social media services such as fit for me and the style gallery . 14 modcloth will be opening pop up stores in other cities as part of the 2016 modcloth irl tour . 15 cities expecting to see pop up shops include washington d.c. portland austin and pittsburgh . 16 modcloth plans to open permanent locations following these temporary store experiments . 17 stance on body image edit truth in advertising act endorsement edit in 2014 modcloth became the first retailer to sign the heroes pledge for advertisers . 18 as an endorser modcloth committed to not use photoshop to change the shape size proportion color and or remove enhance the physical features of its advertising models in post production . 19 in june 2016 modcloth hosted an event on capitol hill to support the 2016 truth in advertising act . modcloth s susan kroger spoke at this event along with representative ileana ros lehtinen 20 who was one of the introducers of the act . 21 real people as models edit in 2015 modcloth began using staff members as models for its swimwear advertising campaigns . 22 23 24 25 modcloth s swimsuit campaign launched in response to research that correlated low self esteem for women when exposed to thin models . 26 plus size rebranding edit in 2015 modcloth removed the plus size term from its site . 27 the company s decision was supported by a modcloth survey which concluded that almost two thirds of women were embarrassed to shop in a separate section for plus labeled clothing . 28 the plus size clothing was integrated into the greater site and made shoppable through size filters . 29 the plus size label has also been replaced by extended sizes which will also contain extra small petite and tall clothing . 30 crowdsourcing initiatives edit modcloth has developed several crowdsourcing initiatives that have impacted its product line . 31 style gallery edit style gallery is a user generated image gallery where customers send photos of themselves modelling in a purchased modcloth garment . 32 these photos are then featured on the modcloth blog allowing visitors to see how a certain clothing item looks when worn by a real customer rather than a professional model . 33 fit for me edit fit for me is a feature on the modcloth app which allows users to see suggestions for clothing that will fit their exact body shape based on other users reviews . 34 users input their own body measurements when they leave a review for a previously purchased product . fit for me uses this data to generate specific clothing recommendations depending on the user s measurements . 35 36 be the buyer edit in 2009 modcloth ran the be the buyer program which allowed users to decide which clothing designs would be produced and sold by modcloth . 37 users voted on clothing samples via an online tradeshow . if a certain product received a large enough quantity of votes it would be pushed to production and available for purchase on modcloth s website . 38 using this model modcloth became the first retailer to supplement an existing business model with crowdsourcing efforts . 39 make the cut edit modcloth ran the make the cut contest in 2012 where modcloth created products based on consumer ideas . 40 customers were invited to submit clothing sketches which were voted on by other users . the contest winners had their sketches adapted into real clothing for the spring line with each make the cut garment product featuring the artist s name printed on the label . 41 philanthropy edit on march 5 2012 modcloth announced a donation of dresses to the princess project . for every dress purchased from its fancy frocks collection that day modcloth would donate a dress to the non profit . 42 43 in 2015 modcloth began its partnership with schoola to raise money for malala yousafzai s malala fund which advocates and supports education for young women . 44 modcloth participates in the cause by donating clothing which schoola sells for a discount . the proceeds are then donated to the malala fund . 45 accolades edit 2016 selected as small company winner for brand building marketing team of marketers that matter award which is sponsored by the wall street journal 46 47 2013 ranked 19th on fast company s world s 50 most innovative companies list 48 2013 ranked 14th on fast company s most innovative social media companies list 49 2012 founders susan and eric koger named in forbes 30 under 30 list for art & style 50 2011 founders susan and eric koger named to forbes 30 under 30 list for technology 51 2011 co founder and cco susan koger named a champion of change by the white house 52 2010 named fastest growing retail company in america by inc. 53 2010 modcloth receives a webby award for best of the web for retail 54 2009 founders susan and eric koger named number 2 and 3 in inc. s 30 under 30 list for technology 55 references edit modcloth plans huge expansions under new ceo . bloomberg . retrieved may 27 2016 . modcloth goes from clicks to bricks with s.f. pop up . sf gate . retrieved may 27 2016 . about us . modcloth . retrieved may 27 2016 . company overview of modcloth inc. . bloomberg . retrieved may 27 2016 . modcloth overview . crunchbase . retrieved may 27 2016 . how modcloth went from a college dorm to 100 million a year . mashable.com . retrieved may 27 2016 . susan and eric koger modcloth . new venturist . retrieved may 27 2016 . modcloth now with over 100 million in annual revenue is going mobile first . tech crunch . retrieved may 27 2016 . retailer modcloth credits pittsburgh team for company growth . pittsburgh post gazette . retrieved may 27 2016 . modcloth s 2012 ends shipping 1.2 m orders now with 1 200 featured designers holiday requests up 52 % . thenextweb.com . retrieved may 27 2016 . modcloth plans huge expansion under new ceo . bloomberg . retrieved may 27 2016 . bilis madeline 4 august 2015 . online retailer modcloth models new brick and mortar concept near union square . san francisco business times . retrieved may 27 2016 . wildly popular online shop pops up in austin s trendiest district for a limited time . culture map . retrieved may 27 2016 . mccarthy allison 22 october 2015 . modcloth s first brick and mortar a good fit in s.f. . san francisco chronicle . retrieved 12 july 2016 . modcloth irl tour . modcloth . retrieved may 27 2016 . modcloth names new chief technology officer . apparel news . retrieved may 27 2016 . online retailer modcloth models new brick and mortar concept near union square . san francisco business times . retrieved may 27 2016 . modcloth is first retailer to sign anti photoshop pledge . forbes . retrieved may 27 2016 . modcloth signs pledge to avoid retouching photos of its models photoshopped images will get truth in advertising labels . adweek . retrieved may 27 2016 . modcloth goes to d.c. to support the truth in advertising act . fast company . 16 june 2016 . retrieved 24 june 2016 . here s the truth in advertising act of 2016 . ad age . 8 february 2016 . retrieved 24 june 2016 . feldman jamie 19 february 2015 . modcloth goes one step further and puts its employees in swimsuit photo shoot . the huffington post . retrieved 24 june 2016 . stern carly 27 april 2016 . fashion label modcloth ask its own staff to model swimwear alongside body positive campaigners in powerful new ad to prove all shapes and sizes are beautiful . daily mail . retrieved 24 june 2016 . feldman jamie 28 april 2016 . modcloth s latest body positive swim shoot is its best yet . the huffington post . retrieved 24 june 2016 . murray rheana 3 may 2016 . modcloth proves we all have swimsuit bodies with new body positive campaign . today . retrieved 24 june 2016 . davies anna . clothing brand uses ph.d. candidates as models . shape . retrieved 12 july 2016 . styleforall we re retiring the plus . modcloth . retrieved may 27 2016 . modcloth does away with its plus size section . racked . retrieved may 27 2016 . how to find styles that are just your size . modcloth . 20 june 2016 . retrieved 24 june 2016 . modcloth plus size . the american genius . retrieved may 27 2016 . social shopping fuels modcloth growth . chain store age . retrieved may 27 2016 . style gallery . modcloth . retrieved may 27 2016 . how modcloth tries to be a fashion friend and amazingly succeeds . contently . retrieved may 27 2016 . enter your measurements on modcloth and now you can get personalized recommendations from women just like you . glamour.com . retrieved may 27 2016 . modcloth launches fit for me . wwd . retrieved may 27 2016 . fit for me by modcloth makes shopping online less risky . huffington post . retrieved may 27 2016 . 3 ecommerce companies revolutionizing buyer involvement . hubspot . retrieved may 27 2016 . most innovative companies 2013 . fast company . retrieved may 27 2016 . modcloth crowdsources vintage fashion . cnet . retrieved may 27 2016 . modcloth releases its second crowdsourced dress collection . socialtimes . retrieved may 27 2016 . modcloth getting customers to design their own clothes . inc.com . retrieved may 27 2016 . helpmodcloth donate prom dresses . seventeen . 5 march 2012 . retrieved 24 june 2016 . prom for all . modcloth . 5 march 2012 . retrieved 24 june 2016 . modcloth & schoola team up to support the malala fund how you can support the cause . bustle.com . retrieved may 27 2016 . about the malala fund . malala fund . retrieved may 27 2016 . congrats to the 2016 winners & finalists . marketers that