Who Shops Moda Operandi Anyway? Answers Inside.


(Getty Images) Moda Operandi founder Lauren Santo Domingo

Ever since the straight-off-the-runway pre-order online-trunk-show whatever-you-want-to-call-it luxury e-commerce site Moda Operandi launched three years ago, the same questions has been turning over and over again in my mind—Who's shopping on Moda Operandi? The clothes are full-price retail, the labels are super-luxury expensive (currently the site is selling Carolina Herrera, Valentino, and Giambattista Valli), and after you order your stuff, you have to wait for it, sometimes for months before it's produced.

Welp, now we have our answer.

In an extensive profile in today's Wall Street Journal, Moda Operandi founder Lauren Santo Domingo reveals that the MO customer is, well, women just like her. What does that even mean? Here's a little background on Santo Domingo: She grew up in Greenwich, CT (one of the richest towns in the USA), her father was an executive at Poland Springs, her mother is an artist. Santo Domingo attended private boarding school and then studied art history at USC. She's a contributing editor at Vogue and, in 2008, married Andres Santo Domingo, the son of 2011's 108th richest man on earth in what New York magazine called "the first real society wedding of the century."

The average Moda Operandi customer spends $1,500 a transaction. The highest single-transaction dollar amount so far has been $90,000.

"Our average customer is similar to me," Santo Domingo told WSJ. "She's educated, lives in an urban center, 36 years old, travels internationally, loves fashion and culture, speaks multiple languages, and has multiple addresses."

Hm. Not exactly the average online shopper, eh?
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