Where retailers would normally order items from next season’s collections, then sell them in stores six months later, Moda effectively allows customers to cut out retailers and pre-order directly from designers. “You’re selling something that hasn’t even been made yet,” McCammon says, “so you’re trying to woo the customer into placing an order that they might get three, four, five months down the line.” In our age of instant gratification, that wooing has to be done just right. In other words, there’s no margin for error when it comes to site performance.
Another challenge from McCammon’s perspective is the high price points of the items on sale. If a customer is spending $20,000 in a single transaction, they understandably expect a flawless interaction with the Moda Operandi site. Collecting payments in two instalments (deposit and balance) also requires careful management. And with multiple new trunk shows or collections going live every day, the site is in a constant state of flux.