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Moda Operandi Releases First App in Time for Fashion Month Pre-Orders

With strong signs of a mobile market, Moda Operandi is aiming for "addictiveness" with its new app.

This fashion month, Moda Operandi, a site that allows shoppers to place pre-orders on runway fashions a few days after select shows, is hoping to further boost sales with the release of its first app.

The app, released Monday, is more than just a redux of Moda Operandi's mobile site. Rather, it has a specific -- and very useful -- purpose: to capture customers' interest in the period between a runway show and when it becomes available for pre-sale on Moda.

On the app, users can look through runway images and swipe left or right to like or dismiss a look. When a look they've liked goes up for sale on Moda, they'll receive an in-app alert or push notification letting them know.

"We wanted to make the experience addictive. We were thinking about different ways of liking looks and dismissing looks, which a lot of fashion apps do. But it's different because it's actionable," says Elizabeth Cordry, director of product at Moda Operandi.

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To add some stickiness, founder Lauren Santo Domingo and Indre Rockefeller, the manager of the site's trunk shows, will be marking their favorite looks, too. When a user likes the same runway look as one of them, the user will be alerted that it's a Moda-approved outfit.

This editorial affirmation is a subtle feature for now, Cordry says, as users can't currently search Santo Domingo or Rockefeller's picks. Still, we're willing to bet that the feature will become more pronounced over time.

Moda Operandi declined to share the percentage of sales that currently come from mobile, but Cordry notes that the company has seen no price resistance on mobile as compared to desktop use, meaning customers are shopping the same brands and price points across all devices. From that it's clear that mobile is a big market for the startup and, as Cordry notes, it presents a major opportunity to make the Moda experience more addictive.

Right now the app focuses on Moda Operandi's trunk show business, which allows users to pre-order "straight from the runway." The startup also has an in-season boutique that ships goods immediately, and Cordry's team will be working on layering that business into the app.