Uri Minkoff, chief executive officer at Rebecca Minkoff, is obsessed with the online habits of Millennials.
“What is the near future for Millennials? What will they want in the next two to four years?” Minkoff asked, immediately answering his own question: virtual reality and small leather goods that can charge your device. He noted that even though the first one still has a little while to go before hitting the mainstream audience, the brand’s new line of wearables addresses the latter.
Earlier this month, Rebecca Minkoff unveiled a series of new wearable leather goods at her spring 2016 fashion show. Developed in partnership with Casemate, products range in price from $80 for a iPhone 6 Sleeve cross-body to $120 for charging wristlet folio, and each triples as a handbag, wallet and smartphone charger.
Uri Minkoff said since “having to show and then wait six months for product can be annoying for a customer,” the tech accessories were available for purchase online at rebeccaminkoff.com immediately following the show. And also, “who doesn’t run out of charge?”
Beyond wearables, Minkoff got into the nitty-gritty of implementing technology into the physical shopping experience. A decade of intense focus on digital innovation has led to the rise of the experiential brand. Minkoff said reimagining the shopping experience around a path they think Millennials would like to take in her shopping progression was the impetus behind the release of the connected fitting room that debuted in Rebecca’s Minkoff first store last year — and each subsequent store that’s opened since.
Uri Minkoff showed a demo of exactly how the fitting rooms work, from the moment the customer enters the store and is greeted with a touch screen where they can order a drink and glance at a look book to checkout. Shoppers can also fill up their fitting room from this same screen and receive a text when their room is ready.
“When you walk into the room, everything is displayed on the mirror because of RFID chips,” Minkoff explained, adding that the customer can adjust lighting and control the whole store and its inventory from that exact spot. “You’re never leaving half-naked.”
So far it appears to be working. Minkoff said Rebecca Minkoff stores are selling three times the amount of clothing that was originally forecast.