MODA OPERANDI is an online luxury fashion retailer that allows customers to preorder looks directly from designers, immediately after their runway show.
Trunk shows go live on modaoperandi.com following a show or presentation and consumers are able to pre-order looks exactly as they were shown. Shoppers pay 50 percent of the fee upon purchase and the rest when their order ships which, for spring, can range from January to May
This concept gives “women the power to choose from the full collection.”
“Everything we offer is what the brand is willing to produce,” said Mary Chiam, vice president of merchandise and planning at Moda. “We give them access to something they do not have, in the form of the trunk shows.”
“We empower clients to make their own decisions”.
“We’re not interested in the mid-market. We just had a client buy a $50,000 fur on our app.”
Says Deborah Nicodemus (CEO) of Moda Operandi. Through editorial partnerships with publishers like Condé Nast—cofounder Lauren Santo Domingo is a Vogue contributing editor—Moda growth-hacked its way to a loyal customer base of rich fashionistas, eager to claim the latest creations in their size. No flash sales, no discounts.
The runway-based side of the business, which Moda calls “trunk show,” represents 60% of the company’s total volume. In that model, customers create wish lists on the company’s mobile app, as designers release new collections, and then work with stylists to pre-order their favorite items, paying half the price upfront and the remainder when the items ship.
While they started out as only a luxury designer online retailer, the company recently started renting out hotel suites in Paris during fashion week, and soon after decided to open a permanent London location. They found out that customers are also interested in seeking out offline experiences. The London showroom was deemed successful, and thus additional locations are slated for Miami, Asia and the Middle East.
Our lecturers have mentioned that fashion is as fast as ever now and this article about ‘Fashion is Moving Too Fast’; Moda Operandi is another example of that. Not only do they allow customers to preorder the latest fashion straight from the catwalk, once the item arrives from the designer, the items get delivered within 24 hours to the impatient consumer.
THE TOP FIVE BESTSELLERS – SPRING/SUMMER 2016
The nearly $6,000 pastel pink Carolina Herrera sheer button-front dress was the top-selling spring look on the luxury e-commerce site, which featured 219 trunk shows with looks from the New York, London, Milan and Paris runways.
- Carolina Herrera sheer button-front dress $6,000
- Etro lace-front dress $7,540
- Delpozo gathered shawl $2,300
- Etro ombre silk sundress $4,465
- Dolce & Gabbana poplin dress$9,595