Moda Operandi inventory won’t show up on Amazon’s website, but the partnership could provide a halo effect for the online behemoth’s apparel business. Amazon has been working for years to sell more clothing by sponsoring fashion shows and introducing its own brands of men’s, women’s and children’s apparel.
“High fashion is a category that doesn’t convert very well to Amazon’s website,” said Kirthi Kalyanam, director of the Retail Management Institute at Santa Clara University. “This is a brilliant play for them to keep focusing on that category and not give up.”