After a couple years of growth, Moda Operandi is moving into menswear. While other brands have embraced the sector as a way to attract men seeking to learn about fashion, Moda Operandi appears to be taking a different approach.

Though comparatively small, Moda Operandi’s revenue record ($165 million last year) stacks up nicely against those of major players like MatchesFashion and Net-a-Porter ($400 million and $2.5 billion respectively). But it’s unclear whether it will be able to work its magic in menswear. The new line touts the slogan “For the Guy Who Knows Fashion,” as compared to Matchesfashion.com’s “guide to luxury menswear”—an indication that it will be straying from the aspirational appeal and instead aiming to attract the male shopper who is already well-versed in fashion.

The luxury retailer has had a history of exclusivity, including a VIP Stylist Services program that shoppers must put in an application for. However, it has wasted no time in building out a separate Instagram account for its new expansion—a must considering visibility across digital channels is key when it comes to menswear in particular. Menswear brands’ communities have been growing steadily over the years, indicating a growing interest in the sector on social media.

Still, as menswear booms into one of the fastest growing categories in retail, Moda Operandi has the right idea. In fact, menswear revenues will experience 5% annual growth over the next two years, outpacing the expected growth in womenswear revenue, according to Gartner L2’s report on the category.

Moda Operandi has taken risks before, like relinquishing control over some of its image by opting for indirect over direct marketing in 2017. This ultimately worked in its favor, as it decreased display spend by 12% and increased overall impressions by 14%. Now, the brand is holding tighter than ever to its personality, but only time will tell if doing so will work as well in the menswear market as in womenswear.

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