Reducing the Runway-to-Store Lag to 4 months

Source: WSJ, Dec 2010

Moda Operandi promises to make collections from design houses including Thakoon, Proenza Schouler, Prabal Gurung, Narciso Rodriguez, Vera Wang, Alexander Wang and Giambattista Valli available within 48 hours of the runway show.

Members will order with a 50% deposit, and the clothes will be manufactured and shipped in roughly four months. Consumers can return clothes that don’t fit or are otherwise unsatisfactory.

The venture is the latest attempt to end-run the six-month lag fashion designers typically face before their runway looks arrive in mainstream stores.

Moda Operandi plans to provide designers with immediate feedback on which styles resonate with consumers. Today, designers often don’t get any feedback from real consumers for six months—by which time they may have already designed two more collections.

“There’s so much money left on the table today because nobody really knows what’s going to sell,” says Ms. Magnusdottir. “The big hits sell out immediately and they could have sold more. And the rest winds up on sale racks.”

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