Analytics in a Community-Driven Fashion Retailer

Kuntal Malia (ModCloth), Kate Zimmerman (SmugMug)
Business & Industry, Mission City B4 is an online clothing, accessories, and decor retailer with a focus on independent and vintage-inspired fashion. The fashion industry has slowly become more accessible to the end customer beyond its traditional enclave of celebrities, magazine editors and the fashionistas, and companies such as ModCloth are using technology to push the trend further.

ModCloth creates an engaging platform and leverages social channels to cultivate a community driven shopping experience. ModCloth is also letting users curate the types of pieces they’d like to see featured on the site through its program Be the Buyer. If the item receives enough votes, the site will produce and sell the item.

In this session we will cover how ModCloth has leveraged this rich user interaction to cater to their demands

  • Mining of user’s purchase patterns and site interaction to determine what styles, colors, etc are trending
  • User interactions on loves, reviews and restock notifications help predict demand
  • How we pick the product from the Be the Buyer
Photo of Kuntal Malia

Kuntal Malia


Kuntal Malia is the Analytics Lead at ModCloth and is focused on using data and quantitative modeling to drive customer-centric decision making. In the last five years, she has worked with business teams to address key business questions by identifying meaningful trends, developing predictive models, as well as conducting experiments and tests that led to actionable insights.

Photo of Kate Zimmerman

Kate Zimmerman


12 years of experience in applied statistics, experimental and survey design, and quantitative research.

5 years of industry analytics experience, with a focus on revealing data insights using data visualization, predictive models, statistical methods, and behavioral analysis.

Passionate about applying my knowledge of behavioral economics, social psychology, and human judgment & decision making to guide analysis and inform business decisions.


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