Ahead of its Fashion Week show taking place in L.A. last weekend, fashion designer Rebecca Minkoff launched 10 limited edition “Midnighter”-style, “connected” handbags at an exclusive pop-up shop at The Grove. Each handbag comes with a scannable tag that unlocks a ticket to the brand’s spring/summer 2017 runway event. This The initiative is one of the first products to come out the brand’s partnership with fashion branding service Avery Dennison and IoT platform EVRYTHNG, as a part of the companies’ #BornDigital concept that aims to digitize 10 billion items of clothing and accessories over the next three years.
What Brands Need To Do
This is the latest example of fashion brands leveraging IoT and wearable technologies to enhance their design and engage with digital-minded customers. Rebecca Minkoff has been consistently tech-forward in its marketing efforts, previously introducing a new line on Snapchat and leveraging VR and AR technologies to attract online shoppers and promote its Fashion Week event. While this “connected handbag” is admittedly very low-tech in comparison, it nevertheless showcases the tech-savvy marketing strategies the brand employs. More fashion and CPG brands can benefit from adopting a similar approach of using connectivity as a marketing hook and unlock added value for customers at a premium.