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Moda Operandi's M.O.

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"What companies like Gilt did was take something that was an insider experience, the sample sale, and made it accessible to the public. What we are doing is taking one of the few exclusive fashion experiences, the pre-order and trunk show, and making it available to a broader group of women. There are a small group of women in New York, London, Paris and Milan that can go into a designer’s showroom the week after the runway show to place their orders. On the other hand, there are women who see the collection on and they know what they want but it’s often impossible to find those things. I think this will be attractive, not only to big shoppers living in the city, but people in more remote places that don’t have as much access as a woman in NY." - Aslaug Magnusdottir, co-founder of Moda Operandi, the online trunk show site set to launch this February. [BlackBook]