Misha Nonoo launches online made-to-order service

By

Obi Anyanwu

Published
Sep 28, 2017

Misha Nonoo enhances its direct-to-consumer model with the launch of a made-to-order service this week.

The new service takes and fulfills orders on the label’s website in a span of two days. The Bahrain-born CFDA designer began development on the service in November 2016, and she told Forbes that the development took “eight solid months.”

 
The launch of the new service follows the launch of the Easy 8 collection. Easy 8, which launched at the beginning of 2017, is a collection of basics, or “essentials,” that create 22 different outfits. Pieces such as the sleeveless Flirt Shirt, Beatrice Turtleneck, Florence Blazer Dress, and actress Meghan Markle's favorite Husband Shirt are designed to go from the office and to dinner seamlessly.
 
Nonoo shifted her business to a direct-to-consumer model following the decision to sit out of NYFW in favor of an Insta-show digital presentation. The brand's first Insta-show for spring 2016 reached over 15 million followers and led to an 80% increase in new website visitors. In the following year, Nonoo revealed her spring 2017 collection on Snapchat, which had a see-now-buy-now component as well.

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Nonoo told Forbes, “The efficiency when you operate on the ‘see now, buy now’ model is so much greater than what the traditional fashion cycle operates on. It’s all created on demand, so there is no waste.” The designer now introduces three or four new, seasonless styles each month instead of two seasonal collections.