As the label’s audience becomes increasingly global, the designer said there is complete crossover between the brand’s U.K. and U.S. customers.
“As a longtime customer of theirs, I’m delighted that our product will be shared with the quintessential London girl who loves Selfridges and is simultaneously, very much the Rebecca Minkoff customer,” Minkoff told WWD. “She’s a Millennial, she wants to be noticed for her sense of style and not the logo she’s wearing, she wants something that is unique and identifiable at a great price point and that has great value.”
At the same time, the designer noted the European consumer’s appetite for slightly higher-priced items which take a more novelty, fashion-forward approach.
A selection of handbags, footwear, small leather goods and jewelry will be stocked in the British department store’s handbag and accessories department on the lower ground floor.
Selfridges’ buyer Caroline Fielder said that Minkoff’s designs will compliment the store’s contemporary offer, with handbags being one of the key product categories, given their fresh design aesthetic and accessible price point.
“Rebecca Minkoff handbags have a wide appeal due to their playful yet edgy aesthetic. The brand’s DNA is fun and the price point is accessible. From the signature Mini Mac to the M.A.B. tote, there is always a bag that works for any occasion,” said Fielder.
The launch at Selfridges is part of an aggressive expansion strategy across Europe, with further plans to build specialty stores and have a dedicated showroom for the European market.
The contemporary sportswear and accessories designer has also been increasing her global presence in a number of other key markets, as of late. She is planning to open freestanding stores in Dubai and Abu Dhabi, as well as a store in Chicago.
During New York Fashion Week last February, Minkoff drew further attention to her label with her decision to invite consumers to her runway show, which showcased her spring line that was currently in stores, instead of the fall collection. The designer made this decision in a bid to turn the label into a show-now-buy-now-wear-now brand that is in tune with the needs of the Millennial consumer.
“We had incredible results, from this year to last year our sales grew over 211 percent and we can definitely see that our consumer liked it and embraced it. So we are very much planning to continue,” said Minkoff.
Despite fashion’s consumer shift however, she still sees value in having presence in big retail stores such as Selfridges.
“I still think that the consumer shops in them and it’s important to be part of the conversation by being in a Selfridges or a Neiman Marcus or a Saks Fifth Avenue. They are aspirational stores and it’s key to have presence in them if you want people from all over the world coming to see your collections,” said Minkoff.
In addition to the label’s global expansion, Minkoff said that she is also working on filming a TV show and a show on YouTube. She has also teamed up with Intel on a series of events aiming to create opportunities for women in technology.