When she co-founded the online clothing retailer ModCloth, Susan Gregg Koger had never worked in retail and had no connections with the fashion industry. She had no experience that helped her write a business plan or how to source inventory for her site. But being a “rookie” turned out to be asset as she built her company without the constraints of tradition or routine. Since founding the company in college, Koger and her team have innovated in the online retail world with unconventional tactics like asking her customers to select what dresses to stock, and using user photos on product pages — all thanks to not knowing the “right” way to do things.
“Approaching a problem from a rookie point of view enables you to innovate just because you don’t how its usually done,” she says. The result? The company now is located in three cities and boasts over $100 million in sales. Not bad for a newbie.
Susan Gregg Koger is the co-founder and chief creative officer of ModCloth, an online retailer known for its innovative social shopping experience, unique apparel and décor, and wide range of styles sourced from independent designers around the world. As ModCloth’s CCO, Susan employs her creative edge and love for vintage to inform all things ModCloth; from its careful curation of remarkable goods, to the look and feel of the site and mobile apps. In 2013, ModCloth was recognized as one of Fast Company‘s “Most Innovative Companies,” and Susan was listed in Forbes‘ “30 Under 30″ and Refinery29‘s “30 Under 30: San Francisco.”
ModCloth
Fast Company Profile
@SusanGKoger
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