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Perhaps my best-known piece of work. Developed in 2008 while our new e-commerce platform was being built. People usually ask "why the mushrooms… Read More
Perhaps my best-known piece of work. Developed in 2008 while our new e-commerce platform was being built. People usually ask "why the mushrooms", well here's the story... Susan and Eric (the founders of ModCLoth) started collecting vintage mushroom kitchenware during their college years. Every time they drove home from college, Susan and Eric would go “mushroom picking” at every thrift store along the way. The first mushroom piece they spotted was a vintage 1970s canister set with classic brown and orange hues. Over the years, they’ve acquired a kitchen full of mushrooms! Each piece is uniquely loved, from teapots to pans to a unique Japanese cruet set. The mushrooms have spread to other rooms throughout the house, Susan and Eric continue to collect weird and wonderful mushroom pieces. It wasn’t until 2006 that the couple decided to use mushrooms as ModCloth’s logo. Susan explained that, “They’re vintage with a modern appeal, and because they were so personal, the choice just seemed right for us!” The story behind the mushrooms is a personal, approachable, relatable, and romantic story that sets us apart from our competition. It allows our customers to feel like they are part of the ModCloth community, and we encourage this attitude through an interactive blog, product naming contests, direct involvement in ModCloth online communities (such as Street Team, Facebook and MySpace pages and frequent Twitter updates). This perspective allows us to justify the mushroom icon as a personal touch from the founders of the company, and an essential part of ModCloth’s history as an inclusive, interactive, and caring company. The Mushrooms also appeal to the fashion sense of the ModCloth customer, due to their retro bohemian, vintage associations. Using mushrooms as the icon of ModCloth is symbolically representing the unique tastes of our customers. Read Less
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