Dubai
It’s not just Amazon that is going through with the virtual to physical transition. Global brands that made a mark in the online space are now finding that value and exposure can be had in brick-and-mortar.
Moda Operandi was the online pioneer pushing high-end luxury fashion labels to start selling their latest concepts the moment they hit the catwalks. No longer did global fashionistas wait months before laying their hands on the next must-haves for their wardrobes. The “see now, buy now” trend has since entrenched itself deep into the high fashion’s designer psyche.
Of late, Moda Operandi has been stitching up a plan that could work in the brick-and-mortar space. It opened the first store in London, even though the corporate headquarters and much of the operations are based in New York.
From left: Moda Operandi CEO Deborah Nicodemus with co-founder Lauren Santo Domingo. |
Courtesy: Moda Operandi |
“Opening London first was strategic in learning the inherent challenges of operating a business where we were geographically separated from the showroom,” said Deborah Nicodemus, CEO, and one of the more influential voices in fashion retailing.
“With London’s success in exceeding our sales plan, we quickly began looking for a second location in New York. After 18 months of searching, we found the ideal spot and opened in September last.
“As the offline extension of our brand, the showrooms enable Moda to provide the client with custom- to commissioned-designs across all merchandise categories.”
More store locations could follow in due course. (In Dubai, the (e)-retailer currently has in place a “stylist” team, who offer a highly personalised “service not previously available through eCommerce. These include in-home visits, travel concierge services and even closet reorganisation.) Within the region, high-fashion is gaining a lot of exposure on the virtual front. Launches such as those by Ounnass.com and upcoming ones by Yoox Net-a-Porter ensures that high visibility will be a constant. And last week, another of the region’s fashion-focused portals, Namshi.com, saw a major change in its ownership structure.
Witch so much happening in the business of fashion, shouldn’t Moda Operandi be sticking to a business model that it is familiar with? “Clients are looking for runway pieces — exactly as presented on the runway and she is less interested in the commercial pieces,” said Nicodemus.
“The flexibility of our [business] model has proven enticing for brands as we can launch a collection within 48 hours of seeing it. Moda Operandi has held a unique position in the market from launch — of connecting the consumer to the previously unreachable runway.
“Regardless of industry changes, our clients will always be able to count on us to be their first point of connection with the most exciting fashion and accessories brands. We have proven to be a nimble company that can adapt to shifts.
“Moda Operandi is a high-tech company — a core value we have maintained since our launch in 2011. While we are an online player, we offer an offline experience for our clients — hence the development of our showrooms.
“They follow the same format as our Trunkshow model, always presenting new collections and emerging talent from destinations outside of the main four fashion cities throughout the year.”
But more brand owners — at least the established names — are going direct and faster with their new designs. So, apart from all the online competitors, Moda’s brand principals could prove a threat at some point.
“The idea of making available the latest concept designs instantly — has been top of mind for the industry for the past few seasons,” said Nicodemus. “As a company, we welcome any change that benefits the end consumer.
“Whether our brands decide to show current or next-season collections on the runway, they will have Moda’s full support. But beyond our business model, we have a global clientele that our brand partners want to engage with.”
