Rebecca Minkoff store combines leading-edge fashions and ‘connected’ technology

New York -- Rebecca Minkoff’s New York flagship combines advanced technology with the designer’s fashion-forward apparel and accessories to create a highly engaging and immersive shopping experience — one that’s right in sync with the brand’s omnichannel- and mobile-savvy customer base. It’s also in sync with the ethos of the designer herself, who has entered the wearable tech market, with a bracelet that alerts the wearer to calls and texts, and a cuff that charges a mobile device.



Featuring technology developed by eBay’s retail innovation team, Rebecca Minkoff is designed to offer a physical manifestation of the brand’s online experience. Using the company’s mobile app, a shopper can check-in to the store upon arrival, which prompts the shopper’s personal profile to be carried across Rebecca Minkoff store channels, helping store associates provide a more personal, customized experience, especially on future visits.



The centerpiece of the space is an oversized “connected wall” (touch-screen mirror display) that shows runway footage and brand content, including the designer’s favorite styles. Customers can press the mirror to open an interactive screen that shows a series of looks, and more details and images can be pulled up for specific products.



But that’s not all: Shoppers can also select the “send to room” option on the mirror that will initiate a 1:1 session with a stylist, who will then pull the desired items into a fitting room. She can also place an order on the wall for a beverage to be sent to the room. In return for giving up her phone number, the shopper gets a text alert when the beverage and fitting room is ready.



Fitting Rooms: The fitting rooms are equipped with “magic” mirrors that instantly recognize the RFID-tagged merchandise. (All merchandise in the store room is also RFID tagged, allowing 100% inventory accuracy.) As a garment is tried on, the mirror also doubles as a touch-screen allowing the customer to immediately find out what other sizes and colors are available. It also provides real-time cross-selling suggestions. A store associate can be called in with the press of a button.

“Every woman hates walking out a dressing room half naked in search of a sales associate for another size or style, which is why I’m so excited about the magic mirrors in our dress rooms,” said Rebecca Minkoff. “



Customers can adjust the lighting in the fitting room to various settings via the touch-screen. Finally, the shopper also can “save” the fitting session to her mobile device and access her fitting room sessions in the Rebecca Minkoff app and online at a later date.



Checkout: When the shopper is ready to purchase, she has the option to send her selected items into a shopping basket via the mirror which then initiates the checkout. But customers can actually checkout out from anywhere in the store, which uses PayPal for a streamlined checkout. It also accepts traditional payment methods. Transactions are completed on associates’ tablets.



“We want to empower our customer at the store,” said Emily Culp, senior VP of e-commerce and omnichannel marketing, Rebecca Minkoff. “And we use technology to facilitate it. It’s all about letting her be in control.”



From what items get abandoned in the dressing room to how a shopper interacts with the connected wall, the technology in place at Rebecca Minkoff is also providing the company with a wealth of date that can be mined to offer valuable insights on the shopper for future visits and for more intelligent marketing.



“It’s all about unlocking data from different silos and bringing it all together,” said Culp.