Rebecca Minkoff is continuing on her tech-enabled journey as a fashion brand, this time introducing smart tags to her new handbag designs in order to offer consumers access to exclusive content and experiences.
Ahead of her fashion week show taking place at The Grove in Los Angeles this weekend, 10 limited edition bags, dubbed the #AlwaysOn Midnighter style, will be available at an exclusive pop-up shop on site. Each one comes with a hangtag that unlocks a ticket to the spring/summer 2017 runway event when scanned.
The initiative is in partnership with apparel branding solutions Avery Dennison’s Retail Branding and Information Solutions (RBIS) division and Internet of Things platform EVRYTHNG. It follows the 2016 announcement of the duo’s #BornDigital concept, which aims to digitise 10 billion items of clothing and accessories over the next three years. The first iteration of this was seen with a limited edition run of jackets from New York menswear brand Rochambeau in October.
Rather than a one-off, in this instance, Rebecca Minkoff has further announced that all of its bags will be “smart” by summer 2017, helping to push towards that vision for the mass spread of #BornDigital wardrobes. Head over to Forbes to read all about what the products provide access to via their digital identities in the cloud.