A few weeks ago, we met Rebecca Minkoff, one of America’s most influential designers. We talked about her brand, but also about the future of fashion and fashion boutiques in the age of digitalization.
Luxsure: How would you define the Rebecca Minkoff woman?
RM: The Rebecca Minkoff woman is a romantic city girl, a little rock n roll, a little alternative. A bit masculine feminine, with strong accessories. We do accessible luxury, paying a lot of attention to quality while keeping our prices logical.
L: Do you have different ranges? How are they organized?
RM: We have different lines: a more chic line inspired by the catwalk (New York Fashion Week), and a more casual and sporty line created at the request of my employees, who wanted something more relaxed. We have different ranges because our customers are different: in our flagships, women like our sophisticated collections, while in multi-brand stores, women are looking for simpler things.
L: How did this brand come about?
RM: I was a stylist and I had a small range of accessories, and we became more and more successful. At first it was mostly clothing, and I tried to make a bag and it was an immediate success. My brother joined the company and we decided to expand, and relaunch clothing to broaden our range. We didn’t want to be just a bag brand. Today, accessories still represent eighty percent of our business.
L: Tell us about your boutiques.
RM: We have two boutiques in the United States and two new ones under construction. In our boutiques, we sell more clothes than accessories. We want to offer a unique customer experience, and we’re known for our technological side. Our stores are considered the most interactive and modern in the world. We offer customers a total digital experience.
When you enter the boutique, you’ll see screens where the looks scroll by, at which point you can choose those looks and have them delivered to the fitting rooms. You’ll receive a message when your booth is ready, and you can even order a drink online if you’re thirsty. We try to offer the best possible in-store experience, so customers can shop totally independently using the tools, or have a VIP experience if they need advice. In the booths, there’s RFID technology, so on the glass you see the clothes you’ve chosen, you can change sizes and even pay directly with Paypal to have them delivered. You can also change the color of the dress, etc. You can live this experience in our boutiques. We’re currently in New York and San Francisco, and we’re opening a boutique in Los Angeles and Chicago.
We also have a strong presence on social networks and blogs.
L: Will you be launching technological accessories?
RM: Yes, we’ll be launching a notification bracelet and a cable to recharge your mobile, but both will really look like jewelry.
L: Do you also use technology on your shows?
RM: People love our shows because we always have a live, musical dimension. We also use a lot of technology, three years ago we used snapchat, we also tried platforms like KIK, last year we used GOPRO so our fans could imagine themselves on site, we also filmed the show with a virtualization tool and you could watch the parade with oculus rift.
Cette publication est également disponible en :
