Rebecca Minkoff CEO on fashion ‘anarchy’ through technology
The UpTake. In the fashion world online canada goose winter jackets uk stockist manchester online store . Rebecca Minkoff has built its brand in part by interacting with customers in ways that were unprecedented. Now. as the company announces a plan to move into retail stores. CEO Uri Minkoff explains how he and his sister Rebecca did it.
But she followed his advice. and because they increasingly used technology to interact with consumers. the business has grown to the point that the brand. which sells in Nordstrom among other retailers. will be opening its own retail stores this year, victoria parka canada goose jacket sales . The first will be in New York City’s SoHo neighborhood. according to Uri Minkoff. chief executive officer of the company. who spoke in an interview with Stella Bugbee of New York magazine’s The Cut at New York Internet Week today canada goose winter jackets uk stockist manchester online store .
He acknowledged that in the old days. a designer had to rely on getting placement in a fashion magazine to gain business canada goose winter jackets uk stockist manchester online store cheap . Instead. Rebecca went straight to the customers at a time when no one was doing that.
“It’s scary because there’s sort of an anarchy to it…Everything we did was based on the question ‘How do we get closer and closer to our customer. ’” said Minkoff. “When we started in 2005. [Rebecca] was 25 years old. we didn’t have the blogs. and the social media we have today. ”
In paying attention to customers’ comments. with Minkoff writing responses. they also began to take notes on when customers felt something was too heavy or. say. the wrong. color canada goose winter jackets uk stockist manchester online store . They made changes and took customer input into consideration in the design and manufacturing process.
“There was this whole discovery process. We were able to take Rebecca and her peers as our muses genuine canada goose winter jackets uk stockist manchester online store . and our business was shaped by how they were consuming media products. ” Minkoff said. “We created this very democratic design process. ”
Now, canada goose jackets liverpool outlet . with social media. virtually every designer has a social media presence. but Rebecca Minkoff has continued to sell fashion with the use of technology.
The marriage of technology and fashion probably came naturally to the sibling team canada goose winter jackets uk stockist manchester online store . Uri founded Fortis Software before taking the CEO post and investing in his sister’s then-struggling fashion company back in 2005. The company's next move, canada goose and snow goose 2015 . Taking that online interaction face to face. In their corporate headquarters in the Flatiron District. dubbed #RMHQ canada goose winter jackets uk stockist manchester online store discount . they now have a shop staffed entirely by the corporate staff. offering items from the Summer 2014 collection canada goose miami beach store . including ready-to-wear. handbags canada goose men's down glove for sale . jewelry canada goose down montebello online store . footwear. and accessories.
“It started because we had a couple of men writing in to ask if they could have their girlfriends come into our showroom and engage with Rebecca. ” Minkoff said. “People wanted to overtake the showroom. so we moved into a new headquarters. we thought let’s let them into our corporate culture. ”
It's a two-way street. Customers get an inside look at the brand. and the brand gets an upclose gander at their own customers.
“Instead of hiring an outside professional sales staff. we thought let’s let our employees be the sales assistants be the ones interacting with customers. " Minkoff said. "Let’s let our accountants. our PR team. and everyone interact montebello canada goose iceberg store . The more everyone in the organization knows our product the better. ”
Other ways they’ve interacted with the public include partnership with tech startups buy canada goose jacket winnipeg . Last year it was with Curalate cheap canada goose hybridge women's . which takes user-generated content. such as product photos. and directs it to the brand's e-commerce site. “And our conversion [from browsing to buying] rate for people who interact this way is higher. ” Minkoff said cheap canada goose chateau large . During New York Fashion Week the previous year. a green clutch that appeared in the Rebecca Minkoff show contained a wireless Bluetooth speaker by a lifestyle electronics startup called Stelle Audio Couture. It was their early move into wearable tech canada goose winter jackets uk stockist manchester online store . Minkoff thinks it's going to be a big part of fashion going forward. And hey. he's been right before.
After getting an MA in journalism from Syracuse University. Teresa worked as a general assignment newspaper reporter—general on purpose because besides the usual city hall and police articles. there was the chance to fly an F-18 with the Blue Angels and tag along with bounty hunters on a stakeout—all good preparation for covering entrepreneurs.
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