Rebecca Minkoff is the latest designer to ditch New York Fashion Week.
Joining a growing exodus that includes Tom Ford, Tommy Hilfiger and Rachel Zoe, Minkoff announced plans to present her newest collection on Feb. 4 at The Grove in Los Angeles, one of the city’s most prominent retail, dining and lifestyle destinations.
The event is expected to be a California-themed runway-to-retail experience, offering consumers the opportunity to shop the collection immediately following the show. In addition, Minkoff will partner with The Grove on several consumer initiatives integrating top talent featured in the show.
“Last season, when we took our show to the streets of Soho [in New York], we saw just how eager our consumer was to be a part of our brand experience. There was a three-hour line stretching around the block just to get into the store to shop,” said Uri Minkoff, CEO of Rebecca Minkoff. “This season, we want to take the experience to one of our biggest markets, Los Angeles. Besides allowing [our customer] to see the runway show and the collection, we will give her one of the biggest luxuries that we see our consumer craving: the luxury of experience.”
Rebecca Minkoff’s upcoming February show will be its third see-now, buy-now event. The concept has proved quite successful for the New York-based brand, whose retail sales have spiked 128 percent since the concept was introduced in spring ’16.
Beyond the runway, Uri Minkoff said the company has identified an opportunity to surround the runway show with a full day of experiences hyper-focused on the brand’s millennial consumers.
“We’re now looking at what our girl likes to do in her downtime, and we intend to partner with the best health and wellness, beauty and technology partners to bring her the best full-day experience,” he explained. “We see this as a spark in retail — not only for us, but for everyone involved. Our aim is to create an inclusive community for the customer to touch every element of retail in a new, refreshing way.”