Case | HBS Case Collection | October 2011 (Revised September 2014)

Moda Operandi: A New Style of Fashion Retail

by Mukti Khaire


Moda Operandi is a startup in the fashion industry. The firm organizes online trunk shows of designers' collections, allowing its members to directly order clothes from the collections shown in Fashion Weeks all over the world. Moda Operandi conveys the preorders to the designers and the members receive their clothes six months later. The founders of Moda Operandi - Aslaug Magnusdottir and Lauren Santo Domingo - believe that the firm has the potential to address and eliminate inefficiencies in the fashion industry. While the founders plan to include editorial content on the site, the question is - can Moda Operandi succeed despite removing an essential piece of the fashion industry?

Keywords: Business Startups; Entrepreneurship; Order Taking and Fulfillment; Distribution Channels; Internet; Design; Fashion Industry; Retail Industry;


Khaire, Mukti. "Moda Operandi: A New Style of Fashion Retail." Harvard Business School Case 812-040, October 2011. (Revised September 2014.)