Many people have been shopping online for years now; it’s an easy and convenient way to purchase items, despite the reservations some people have about using their credit card and password in online transactions.
Online shopping has its tradeoffs; you can get better deals online, however some shops reserve their best products to display them in the stores.
Moda Operandi is an exception, as it is the first online luxury ‘pre-tailor’ that allows customers to pre-order next season’s collections, right after they are exhibited on the runway.
The creators of this website acknowledge that the Internet is slowly but surely becoming people’s favorite outlet for fashion.
Arab News sat with Aslaug Magnusdottir, co-founder and CEO of Moda Operandi to discover more about the idea behind the online store, how they benefit designers and customers, and their future plans.
What made you set up Moda Operandi?
Designers kept lamenting to me that many of their collection’s favorite pieces weren’t being ordered by traditional retailers and therefore weren’t getting produced. At the same time, friends would tell me how they loved a certain runway piece but they couldn’t locate it. I wanted to find a way to connect designers directly with the women who appreciate their work and allow the more special pieces in a designer’s collection longevity beyond the runway. I called Lauren and shared my concept with her, and she immediately got it. Together we launched Moda Operandi.
How is M’O different than other e-commerce models?
Moda Operandi is the first site to allow customers to pre-order runway styles. While many online retailers focus on selling last season’s inventory at a discount, M’O is focused on selling tomorrow’s fashion today. By directly connecting women with the brands they love, our customers have access to many of the special pieces they desire, which have yet to be produced.
How do you manage to get all the big designers on board? How do designers benefit from such a set-up?
Getting designers was probably the easiest part of setting up this business because the timing was good. People had become accustomed to shopping online from the emergence of discount sites that introduced people to the convenience of online shopping. When we approached the designers in the summer of 2010, many of them were anxious that the full price business was slipping away from them because the focus had shifted to thrifty purchases. When we presented them with a sustainable model of full price retail, they thought it was a dream. However, it did take longer to secure the more established French and Italian houses. They wanted to ensure that the concept was viable and stable. In general, designers have embraced the concept and we now work with over 300 brands around the world.
Designers like working with us because our pre-order model provides them with the earliest feedback possible on what pieces and trends are actually resonating with consumers. This kind of valuable information can then be used to better inform traditional orders. Also, our pre-order enables us to provide designers with a positive cash flow going into production. That is a benefit that is especially helpful for emerging designers.
Can you explain to us how you get access to the latest collections?
We send a team to photograph a collection in the hours or days after the runway show, and then run a trunk show of the entire collection on their website in as little as 48 hours after the pieces were seen on the runway. Customers pay a 50 percent deposit upon ordering, and the remaining amount is charged upon shipment. Customers then receive the pieces they ordered in beautiful archival Moda Operandi packaging at the same time, if not a bit earlier, then when the collections arrive in the stores.
What advantages does M’O give the consumer?
We bring consumers and designers together in a way no other shopping experience has ever before. Our customers now have the earliest and most complete access to a designer’s entire collection and vision. Moda Operandi empowers customers to build the ultimate wardrobe instead of only being able to shop from a limited selection of the collection as dictated by buyers. We offer our customers the opportunity to secure the pieces they love most in their size regardless of the geography and regardless of how hard it is to find the specific design.
Do you feel that Middle Eastern fashionistas are ready for such a concept?
Absolutely. In fact, the Middle East is one of our fastest growing markets. The Middle Eastern woman loves and closely follows fashion but sometimes has a hard time securing the pieces she’s most excited about. We have a good base of customers in the region who are already shopping with us on a very active basis. Our Middle East customers tend to love the more special statement pieces in the collections that are offered at higher price points.
What are your future plans for Moda Operandi?
We are launching our in-season shopping in the next couple of months that will feature a highly curated selection of products across all categories of products to complement our pre-order trunk shows. Additionally, we are hosting our very first pop-up shop in Brazil in March 2013 featuring pieces from some British designers that are having a huge moment right now.
How did you and Lauren meet and how did you end up becoming co-founders?
We first met each other in 2006, we were both working in the fashion industry and crossed paths often. In September 2009, I shared the idea of Moda Operandi with Lauren and she was as enthusiastic about it as I was and together we launched the site in February 2011.
How would you describe being at the forefront of fashion as you are today?
A lot of it had to do with timing. We had a great idea that filled a void in a new and interesting way, but a big component of us being at the forefront is the fact that our concept dovetails into the worldwide movement of how people are engaging with digital platforms today.
