A shake-up of top management at Modcloth, the Walmart Inc.-owned e-commerce site known for selling vintage-inspired clothing and its own line of apparel in a full range of sizes, saw the departure on Wednesday of chief executive officer Antonio Nieves, and the appointment of a new team, effective today.
Modcloth on Wednesday revealed to WWD exclusively that Silvia Mazzucchelli has been named ceo. Mazzucchelli recently led the turnaround and relaunch of American Apparel as vice president, direct-to-consumer. The new American Apparel is promoting a strong body-positive message, which is a key tenet of Modcloth. Mazzucchelli also expanded American Apparel’s manufacturing from just in the U.S. to global.
Prior to American Apparel, from 2014 to 2016, Mazzucchelli was chief merchandise officer of Toms Shoes. She held the role of vice president and general manager of Guess Inc. from 2010 to 2013.
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Sabina Weber was named vice president of marketing at Modcloth. She worked with Mazzucchelli at American Apparel as vice president of brand marketing. Jahnavi Parekh, former senior director for corporate of financial planning and analysis at Walmart e-commerce, joins Modcloth as vice president of finance.
Modcloth framed the staff changes as “an important step in its mission to celebrate women,” adding that installing the three women in top executive roles will positively impact the brand’s momentum and market relevancy.
Nieves in October 2017 joined Modcloth from Bonobos, where he was chief financial officer and chief operating officer.
Andy Dunn, senior vice president of digital consumer brands at walmart.com, and founder of Bonobos, which was also acquired by the retail giant, said, “Antonio Nieves has shared his decision to leave the company after six years in various leadership roles at ModCloth and Bonobos. I’m personally grateful for his partnership and support as we’ve built an incredible portfolio of digital brands.
“Antonio put Modcloth on a path for long-term success by improving merchandising, visual imagery, brand voice, culture and our multichannel potential,” added Dunn, former ceo of Bonobos, which was also acquired by Walmart. “Thanks to Antonio’s leadership, Modcloth is well-positioned for the future as we welcome our new ceo, Silvia Mazzucchelli.”
Modcloth in 2002 was founded in a college dorm room by high school sweethearts Susan Gregg Koger and Eric Koger. The e-commerce site has branched out to brick-and-mortar with FitShops, where consumers browse the showroom, try on items to find the perfect size, then place an order. Products are shipped to consumers free of charge.
There are four FitShops, including Crosby Street in Manhattan; San Francisco; Washington, D.C., and Austin, Tex. According to sources, Modcloth plans to open a FitShop in Los Angeles, however, no timetable was given. Modcloth launched a pop-up shop in the lobby of its L.A. headquarters in 2015, which for all intents and purposes, was a hit.
The web site talks about its “community” and features extensive product ratings by consumers. Modstylists are available by Live Chat, phone and e-mail to help with personal styling, bridal and wardrobing free of charge. The brand claims its FitShops and Modstylists are designed to change the way women shop.
Modcloth in March launched a high-profile campaign themed “Against the Current” to highlight its diverse customer base and inclusive philosophy.
The cast of four — singer-songwriter Halsey; “Crazy Rich Asians” performer Awkwafina; Dascha Polanco of “Russian Doll” and Hari Nef of “You” — were chosen for their nonconformist attitude and unconventional looks or style. In the commercials, each woman was seen battling natural elements — earth, wind, water and fire.