RATIONALE

The reasoning behind this brand extension stems from all the recent growth measures that the company has made. To further stem growth and brand loyalty, the company will open its first ever pop-up shop in Soho, New York for the purpose of allowing customers to monogram curated pieces by several designers. This will not only increase revenues but will also generate buzz for the brand since the monogramming services would be available for limited time only, from October 15th to January 15th; 3 months only. Customers will also be able to monogram the same items online and through their app. Additionally, depending on demand and popularity, the popup will travel throughout other MODA OPERANDI showrooms worldwide.