Retail Game Changer- Rebecca Minkoff Brand
Wow, wow, wow, wow, wow! (to quote my favorite celebrity chef!) Data collection all while making the customer have a pleasant and non invasive shopping experience. It is a win-win for customer and brand alike. My favorite feature is being able to request new sizes in the fitting room without having to talk to someone! This is definitely the future (obvi there will be a lot less talking to people in the future) of the shopping experience, which has been down trending as of late. Retailers have been struggling to bring in the foot traffic and make sales goals- specifically old guard retailers like department stores. It is just too easy to search for just want you want at the price you want it- online.
Here is where I think brand loyalty and brand lifestyles will become more critical to a company's future success. If you've got customers that buy in to your brand's lifestyle then you've got repeat customers in your stores. I know I go out of my way to visit brands I truly love and feel represent my tribe. I think the future of consumer behaviors will be more about crafting items that customers will want based on their lifestyle needs and desires. But each customers will have a limited amount of 'retail-share'; because as we move into living and traveling in space (very future) + technological advancements, people will have fewer personal items. So only the most popular will survive (no surprises there!).
Popular brands that are successful at selling in the future will need to keep their enemies close and their customers closer! Data collection will be key as well as 'design labs' leveraging direct-to-consumer relationships to design just what the customers needs. This can be through social media or discounted prototype sales feedback. (I would love to head up a design lab for accessories -call me!) Brands will need to be very in sync with their customers in order to edge out any competition. Clearly Rebecca Minkoff has her priorities right and a great support team to pull off this new retail experience. It is rare for a fashion brand to trail blaze in this manner, especially if they are not a huge corporation. I expect we will see many more of these innovations, especially as more millennials start getting into management positions!
