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Rebecca Minkoff Launches Immersive Retail Experience for Consumers Featured

16 Dec

Exciting fashion news from the brand, Rebecca Minkoff. They are set to debut a new and innovative model for her fashion shows which the brand will unveil in February during New York Fashion Week. The idea of this model is to lead the charge for how the industry as a whole should present and show at Fashion Week.  

Instead of showing the brand’s upcoming Fall 2016 collection in February, the brand will show an in season show with products that are currently available or will be available in the next 30-45 days with support from retailers, media and influencers who will attend and promote the show as they promote full price, in season selling, coupled with letting their top consumers come and have a unique experience. 

The brand plans to offer their media and retail partners the opportunity to invite their most loyal subscribers and customers for an off-page, fully immersive fashion show experience that will empower them to engage with customers directly, around an experience and product that is available at full price in the Now. This will drive full price, in season awareness for product that is time and season right, and at full price. The goal is to promote with our partners what is available, rather than creating a tease of what isn’t.

The brand will still continue to show editors, buyers and fashion directors the following season’s collection in private, one on one appointments.  So, for this February, while the brand will be showing Spring/Summer 2016 to consumers and industry alike, it will be giving private industry appointments to buyers and editors, who can then properly select and plan out their choices, which will then be revealed to the consumers in a Fall/Holiday 2016 show in September. This allows the trade to have proper product and designer interaction in a private setting to afford them the most respect and relationship. This will also allow us to partner with the trade so that what comes down the runway in season, has actually been produced and will be available for purchase.

 Image from Rebecca Minkoff

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