Online luxury retailer Moda Operandi unveiled its new website offering shoppers access to designer collections through exclusive videos and editorials. The site aims to provide collections straight from the runway through an immersive, on-screen experience.
"Our woman is dynamic—there is a demand for us to curate more than just clothing for her," said Lauren Santo Domingo, co-founder of Moda Operandi. "We have spent the last four years building a very distinct identity for ourselves and now have a platform to present content alongside fashion, creating a more engaging experience for our clients."
According to Deborah Nicodemus, CEO of Moda Operandi, consumers were mostly just browsing luxury items online five years ago. However, she said that e-commerce today is a viable retail channel for luxury goods. Now, with 30 percent of the site's traffic coming from mobile and tablet, Moda Operandi has redesigned the shopping site to deliver a seamless experience across all devices.
Moda Operandi's approach to shoppable content aims to give consumers exclusive access to designer fashion and introduce more new designers than any other luxury fashion site. The new site allows shoppers to reference past collections as far back as the designer has partnered with Moda Operandi through the archive feature. Other features include new search functionality and the ability for consumers to save favorites and preferences as well as shop with multiple currencies.
The company recently completed a $60 million Series E funding round, as well as the acquisition of ModeWalk, an online tool that connects personal stylists to clients.
Moda Operandi's unveiling comes a week after online luxury jewelry, clothing, shoes and accessories retailer Net-a-Porter announced a merger with Yoox, an online retailer specializing in off-season luxury goods and trendy brands. Similar to the way in which Moda Operandi hopes to provide more engaging content for shoppers, Net-a-Porter was a pioneer in the renaissance of the content-commerce model, which gained traction in 2011.
-See this Moda Operandi press release
Amazon in acquisition talks with Net-a-Porter
Barneys New York publishes a print magazine
Google, Net-A-Porter, Walgreens top speedy delivery list on Cyber Monday
Content and commerce combine in growing retail format
Net-a-Porter CEO steps down