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Press Release

FOR IMMEDIATE RELEASE

ModCloth Teams Up With BB Dakota to Provide Pre-Order Capabilities

Shoppers can now place orders on select ModCloth products before they are in stock.

San Francisco -- Sept. 16, 2010 -- Once again, ModCloth, an online boutique specializing in apparel and decor from independent designers, is leveraging their loyal community of shoppers for crowdsourcing. Participants will get the first chance to pre-order select items from designer BB Dakota's holiday line—from coats to skirts and dresses, they'll be able to reserve their fashion future. ModCloth's indie designers are so popular that their items often sell out fast. The BB Dakota holiday line is available in limited quantities, and by pre-ordering an item, customers are guaranteed purchase of the item before it's gone. Where does crowdsourcing come in? ModCloth can get an early estimate of demand for the designs by evaluating the pre-orders, and responding by upping the inventory of the most coveted designs.

When pre-ordering an item, customers are essentially buying the product in advance of its being in stock, with the added benefit of being the first to get their hands on these much-lauded looks. ModCloth will place a deposit on the participating customers' credit cards, and the moment the item becomes available, it will be shipped. If the piece sells out in pre-order, users can still "Be the First to Know" when it comes in stock by signing up for notification.

The first launch, of 15 items, went live on ModCloth's website Sept. 7, 2010 and new items will continue to become available until mid-October.

"Fashion democratization is one of our key missions at ModCloth," says Chief Creative Officer and Co-Founder, Susan Gregg Koger. "By allowing our customers to pre-order designs, we're asking them to be trend forecasters and they're actually influencing our purchasing decisions."

This new pre-order feature is just one aspect of ModCloth's devotion to seeking input from their community. ModCloth has been a vanguard in customer involvement through established programs like Be the Buyer and Name It and Win It. Be the Buyer encourages customers to vote on their favorite looks, the designs with the most votes ultimately being produced and sold on the site. Name It and Win It creatively involves customers in getting to know a product by challenging them to name it. The winning name appears on the site and the winner gets the item.

ModCloth plans to continue to invest in fashion democratization through customer involvement with exciting new developments to come, always seeking to be on the forefront of fashion and technology.

About ModCloth.com:

ModCloth.com is an e-retailer that sells affordable independent designer women's fashion. They've attracted a large, devoted following through their unique selection of indie clothing and engaging promotions on the ModCloth Blog and social networks. The company is founded by husband and wife team Eric Koger and Susan Gregg Koger.

About BB Dakota and Jack BB Dakota:

Since 2005, BB Dakota has been generating fast fashion for the contemporary customer at accessible prices. The look is citified prep, Americana with a quirky, feminine twist. The BB Dakota girl is glamorous, sophisticated, intelligent, at times demure, at times sexy, always feminine and always confident.

Two years ago, the Jack brand was launched in response to the demand for a young contemporary and fashion forward product at a more affordable price.

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Contact Information:

Alicia Barnes, Public Relations Manager

ModCloth.com

press@modcloth.com

412-897-1965

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