Moda Operandi launches luxury shops-in-shops online

Online retailer Moda Operandi is launching a new flagship concept, which includes Burberry's entire runway show for preorder on Following Burberry's launch, the site will also feature Dolce & Gabbana, starting Oct. 7, and Oscar de la Renta on Oct. 19.

The runway sales will each last about 10 days, Women's Wear Daily reported. The idea mimics the idea of shops-in-shops, which has become a popular sight in department and retail stores. For example, Finish Line is housing Puma shops in-store and select Macy's stores will have Best Buy departments in time for this holiday season. 

Moda Operandi cofounder Lauren Santo Domingo said the goal is to set designer fashions apart, rather than present them in a stream of product lines listed online. While most e-commerce sites are set for speed and convenience, this one wants to creat an experience specifically for high-end shopping.

"Fashion has got to be a little about the beauty, magic and experience," Santo Domingo told Women's Wear Daily. "Our customers want to buy into this. It's important to me that designers have a place to be showcased."

The flagship concept will start with preorders from trunk shows, but phase two will feature full-season collections.

Looking to capture consumer attention, Moda Operandi recently redesigned its website, and traffic has jumped 44 percent since relaunching in April.

The company opened its first physical showroom last year in London, and will open additional spaces in the U.S. and internationally in the next few years.

For more:
-See this Women's Wear Daily article (subscription)

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