Rebecca Minkoff’s Connected Bags Provide Exclusive Access To Fashion Week

Rebecca Minkoff’s Connected Bags Provide Exclusive Access To Fashion Week

The brand is leveraging cloud technology to bridge the physical and digital divide

Ido Lechner, Home Editor
  • 14 february 2017

Continuing along the journey of her ever-evolving tech-infused fashion brand, Rebecca Minkoff’s latest entry is a connected bag bundled with purchases of her most recent line of bags designed to offer buyers access to exclusive content and experiences.

At the start of February, just before Fashion Week’s run in Los Angeles’s The Grove, Minkoff released 10 limited edition bags under the name #AlwaysOn Midnight Styler, each featuring a tag that, when scanned, unlocked a ticket pass to a spring/summer 2017 runway.

The activation was part of a partnership between Minkoff, IoT solutions platform EVRYTHING and brand strategy agency Avery Dennison’s Retail Branding and Information Solutions (RBIS). It followed a previous announcement in 2016 between Minkoff’s consorting companies which called for some 10 billion articles of clothing to receive ‘digital identities’ and cloud-stored data profiles in three year’s time, dubbed #BornDigital. In the future, you’ll be able to Google a pair of earrings to see where and when they might have fallen from your ears.

Riding the wave of modernization, Minkoff has further revealed that all of her bags will feature the ‘smart’ upgrade come summer of 2017, a move which will offer shoppers a follow-up dialogue with the brand post-purchase to include things like style recommendations, e-commerce services, video content, invitations to certain shows and even private styling sessions with Rebecca for a few lucky customers. Purchases of any bag will also enroll fashionistas in Rebecca Minkoff’s loyalty program automatically, contributing points towards future transactions. In exchange, Minkoff will benefit from user-driven data, which will empower the brand with newer and deeper metrics with which to make better decisions.

According to CEO and co-founder Uri Minkoff, most fashion brands lose sight of customers by placing a premium on their products above all else; by establishing a richer relationship with its audience through innovative technologies, Minkoff plans to engage with consumers long after they check out, which by the way is an automatic process in the store’s SoHo location. Targeting the ‘truly tech-active millennial,’ the company has proven itself a thought leader in the fashion-meets-tech world with all of its latest stunts to outfit its brick and mortar sites. Now ,its fans will finally have a means of bringing some of that technology home with them.

Rebecca Minkoff

+avery dennison
+cloud-stored data profiles
+connected bags
+loyalty program
+Rebecca Minkoff
+tech-infused fashion

More in Fashion


Fashion Brand Offers Performance Coaching With Every Purchase

Based on their ideals of women's empowerment, Tuxe is expanding their brand to include coaching sessions that reflect the clothing

22 February 2018

L.L. Bean Is Putting Data-Collecting Sensors Into Clothing

The outdoors company is using sensing fabrics to understand when, how and why their customers use its products

21 February 2018

The Latest


A conference celebrating innovation in brand experience, retail experience and consumer culture.

May 18, 2018 | New York City

Bobby Jones, Chief Marketing Officer at Peace First and co-author of Good Is The New Cool, shares his guidelines for marketing to a new generation of socially conscious consumers

September 27, 2017
No search results found.