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.
Rebecca Minkoff leveraged virtual and augmented reality technologies to engage online shoppers and promote its Fashion Week event. The NYC-based fashion brand broadcast a 360-degree live video to allow fashion lovers to experience its fall preview show at Fashion Week this past Saturday from the front row. Viewers could also see how new items would look on themselves thanks to integration with AR try-on app Zeekit. Fans could upload a full-body photo of themselves and Zeekit would overlay selected items on them based on the color and size they chose.
What Brands Need To Do
The fashion industry has been quick to embrace 360-degree videos and live streaming to reach a wider audience for their fashion shows. Brands such as Balenciaga, Hussein Chalayan, and Dior have all tried their hands with 360-degree videos or live streams to reach customers. The partnership with Zeekit brings some interactivity to Rebecca Minkoff’s online experience to further engage fans.
The Lab has extensive experience in designing interactive experiences for beauty and fashion brands. Our recent work with NYX Cosmetics includes a digital beauty bar that uses AR technology to create a virtual sampling experience. If you’d like to advance your strategy to incorporate new technologies and further engage shoppers, please contact our Client Services Director Samantha Holland ([email protected]) to schedule a visit to the Lab.
Header image courtesy of Rebecca Minkoff’s YouTube video
Women’s clothing retailer Rebecca Minkoff opened its first “connected store” in SoHo, NYC last November, integrated with in-store tracking technology powered by eBay. The platform identifies how customers are interacting with products, such as which items are taken into the fitting room, and what’s being purchased or left behind. The brand has also made changes to its collections based on the insights gained from the tracking data. Almost a year later, the brand has seen some great success, reportedly selling three times more than anticipated.
What Brands Should Do
Traditionally, retail brands tend to focus on analyzing purchase data to determine inventory and corresponding promotional strategies. Rebecca Minkoff’s successful experiment with comprehensive in-store tracking shows that retail brands need to pay attention to other behavioral data that indicates purchase intent, even on a granular item-by-item base, so as to better understand their customers.
Snapchat, having been used for a few different brand campaigns, finds a new partner in Rebecca Minkoff. For Minkoff’s NY Fashion Week show at Lincoln Center on Friday Afternoon, snapchat will be used to debut five to ten new looks minutes before they hit the runway. Minkoff is using Twitter to acquire Snapchat friends to individually send pictures out one by one to its friends on the photo sharing app. The fashion company isn’t hoping to give its users a proper preview – as 10 seconds isnt’ exactly long enough to get a good look at any one piece – but is rather hoping to make use of the novelty factor of the medium, much like Taco Bell and 16 Handles. Whether this is another successful branding campaign remains to be seen, but what’s clear is that the photo sharing application is proving more versatile than initially imagined.