Moda Operandi: A New Style of Fashion Retail

Posted: 25 Jan 2012

See all articles by Mukti Khaire

Mukti Khaire

Harvard University - Business School (HBS)

Date Written: October 17, 2011


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?

The case is useful for teaching students the structure of creative industries - especially fashion - and the issues to consider when attempting disruptive innovation and entrepreneurship in these industries.

Suggested Citation

Khaire, Mukti, Moda Operandi: A New Style of Fashion Retail (October 17, 2011). Harvard Business School Entrepreneurial Management case No. 812-040, Available at SSRN:

Mukti Khaire (Contact Author)

Harvard University - Business School (HBS) ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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