Rebecca Minkoff is on board to continue doing in-season fashion shows for consumers.
Minkoff’s #SeeBuyWear show last month featured spring merchandise along with 17 new pieces and had a 50o-person audience that included 150 consumers.
“It’s been a smashing success,” claimed Uri Minkoff, chief executive officer. He noted that the brand’s New York store “had the highest-ever sales day” the day of Minkoff’s show and between 400 and 500 people came to the store as part of the event. At the company’s top five accounts — Saks Fifth Avenue, Shopbop, Bloomingdale’s, Neiman Marcus and Nordstrom — sales for the two-week post-show period, versus a year ago, were up 213 percent in retail sales dollars. In addition, the San Francisco and New York stores and Web site, had a 150 percent increase in retail dollars in in-season full-price sales, for the last two weeks in February. This was only for ready-to-wear, not accessories.
“To get a triple-digit increase in our own consumer retail channel and our top five partners is pretty phenomenal,” Minkoff said. “We will do this again. The consumer voted yes. It was great. Each of the stores did different things with the customers.”