Social media played a large role in the vintage apparel retailer’s decision to offer bridal and bridesmaids’ gowns.

Vintage apparel retailer ModCloth is hoping shoppers say “I do” to its latest product expansion.

ModCloth, No. 198 in the Internet Retailer 2015 Top 500 Guide, is getting into the bridal business with bridal gowns starting at $150 as well as shoes and accessories, bridesmaids’ dresses, wedding gifts, and lingerie.

ModCloth says the decision was inspired in part by shoppers’ behavior on social media.

“You’ve shared an abundance of marvelous #marriedinmodcloth snapshots on Instagram and a bevy of bridal reviews for our Gilded Grace Dress, plus you had a blast trying it on in our Fit Shop in San Francisco. We hear you loud and clear: weddings + ModCloth = <3,” the company wrote in a blog post announcing the product expansion. (For those rusty on their texting symbols, <3 is supposed to represent a heart shape that stands for love.)

ModCloth earned a No. 2 spot in Internet Retailer’s recently released Best Social Media Marketers in E-Commerce, which scores retailers on their effectiveness in building a large following on social networks, engaging those consumers and ultimately driving traffic and sales from social media activities.


The expansion into bridal comes two weeks after ModCloth beefed up its marketing team with an eye on offline expansion, hiring Mary Alderete away from True Religion Brand Jeans (No. 721 in the Internet Retailer 2015 Second 500) to be its new chief marketing officer. The company is planning on stepping up its offline selling efforts in 2016.