Among online-only retailers of luxury goods such as Moda Operandi, Net-a-Porter and Farfetch, exclusivity and early access are king.
While Issa Rae and other celebrities were watching the Proenza Schouler show at New York Fashion Week this month, Lisa Aiken, an executive at online retailer Moda Operandi, already was thinking about getting her hands on the jewelry on the runway—and dangling it before her customers in a matter of days.
Ms. Aiken, Moda Operandi’s womenswear fashion and buying director, wanted to be the first retailer to have the chunky aluminum coil necklaces, and lobbied Proenza Schouler’s account executive Alexandra Cook for them at the...
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