Tag Archives: pre-tail
Right, now that Vogue Festival is out of the way, the next Vogue event to diarise is the Met Gala, coming on 6th May. Especially if you’re a celeb-loving fashion fan. The red carpet arrivals at the Costume Institute benefit will be livestreamed next Monday at 7pm EST on the Moda Operandi, US Vogue, Samsung and Metropolitan Museum of Art websites. Continue reading
Pre-tail site, M’oda ‘Operandi has been going for quite a while now and even though I’m still a novice online shopper when it comes to fashion (honestly, I can count my total clothing purchases on two hands), I do think it’s a clever concept.
For me it works as a research tool. It bridges the gap between seeing things on the runway (styled to the hilt as per the designer’s vision) and seeing them on a rail in store. We get to see clothes ahead of season styled in a more wearable way, including those by some of the lesser known designers. This week’s ‘trunk shows’ (the M’O name for its limited-time pre-order sales) includes Bouchra Jarrar’s winter couture collection (a designer I love, who was shortlisted for the Balenciaga gig and M’oda ‘Operandi’s first ‘couture’ designer) and J.W. Anderson pre-fall.
But like a lot of start-ups, it seems the plan is to develop the concept beyond its original, well, moda operandi. Since December, the site has also offered conventional, in-season etail in its ‘Boutique’, giving the M’O consumer the option to buy their favorite pieces and wear them the next day. As CEO Aslaug Magnusdottir says, “We want to better serve our current customers and reach a new customer base. We’ve been able to establish a name in various pockets of the world and we want to take advantage of our positioning and build our market share quickly.”
You can pre-order Bouchra Jarrar’s winter couture collection until 5th Feb and J.W. Anderson Pre-Fall 2013 until 4th Feb. Happy shopping!
Roland Mouret in 2007, Burberry in 2010, Moda Operandi in 2011. Is 2012 the year that pre-tail goes mainstream? Henry Holland has just launched pre-tail for the first time with selected AW12 looks available for pre-order directly from his House of Holland website. Customers pay 50% up front with the balance payable just before delivery a few months later. The thinking goes that by asking customers to pay in advance, designers get a heads-up on which pieces will sell best thus avoiding wasteful over-production (not to mention easing cashflow). While Moda Operandi doesn’t give refunds if you receive your item and decide it’s a nonstarter (you can only get ‘store’ credit on the site – a bit jammy, non?), Holland operates the same 28 day refund policy as for his other online sales.
Some disagree but I found it quite exciting viewing Burberry’s ‘Tweetwalk’ live Twitpic show and Dolce & Gabbana’s's Twitpics on my BlackBerry while out shopping yesterday. While the last few seasons have seen fashion editors tweeting first 140-character reports, then blurry Twitpics and the ocasional Twitvid, now the brands themselves are tweeting the action in tandem with (or just after) the shows. Continue reading