Moda Operandi is aiming to up the ante of its assortment.
The trunk show and boutique e-commerce site will this week launch its first tie-up with Prada. The site said the agreement with Prada represents a push toward selling more “marquee” type brands, in addition to the mid-size and “discovery” brands for which it is known.
While Moda sells big-name labels including Givenchy, Loewe and Bottega Veneta, the company is looking to strengthen its assortment by adding more brands of similar ilk. The e-commerce site hopes to do so through original product launches that exhibit a “Moda spin.”
Moda’s first Prada trunk show is an exclusive collection of kitten-heel and flat slingback shoes, created with design insight from the site’s buying team. Each of the pairs, created of patterned fabrics or crocodile skins, comes with interchangeable, removable bows. They are to retail between $940 and $2,200.
“Obviously, Prada is a great way to start [selling staple brands], but we always want to offer a point of difference,” said Moda’s vice president of non-apparel Jodi Kaplan. “We love to be a place of discovery but also want to balance what our clients are looking for, and offset these discovery brands with marquee brands — that’s our strategy going forward.”
But Kaplan said Moda does not intend to sell big brands’ basic, commercial staples. “We always want to offer something in a slightly different direction. Our client is very aware of Prada, they love Prada, but they come to us for something different,” she noted. “We like to be brave in what we present to our client, who has the confidence to go outside the norm. We want her to find our Prada selection to be as appealing and fun as our discovering, emerging brands.”
Moda’s first Prada trunk show will begin on Friday, slated for a May/June delivery window. Come late spring, the site will also list the Prada shoes in its online boutique for clients who prefer to make purchases in a see-now-buy-now type format.
Future retail endeavors similar to this Prada collection are in the pipeline. Noted Kaplan: “We are in the process of talking to a lot of brands but it has to be the right fit for both us and the brand. It’s not hard to find things online or in stores today, so it’s about asking — ‘How do we approach this in a way that’s unique and exciting?’ That can take a while.”