Rebecca Minkoff To Show At The Grove In Los Angeles In February
American fashion designer Rebecca Minkoff, who launched her fall accessories collection at London‘s Selfridges last summer (see it here) will show in Los Angeles in February.
Minkoff announced that she will show her collection on Saturday, February 4 at The Grove. She joins other designers showing in L.A. in February including Tommy Hilfiger, Tom Ford and Rachel Zoe.
Minkoff will present her see-now-buy-now runway show there. Her show takes place five days before New York Fashion Week begins. Honestly, I don’t know why designers are showing in L.A. It’s not the fashion capital!
Minkoff, who pioneered the concept, will hold her spring runway show at The Grove, Rick Caruso’s retail, dining and lifestyle destination. She will partner with The Grove on several consumer experiences integrating retailers at the lifestyle center with her brand, providing a runway-to-retail experience. The plan has been in the works for several months.
“Last season, when we took our [September] show to the streets of SoHo, we saw just how eager our consumer was to be part of the brand experience. There was a three-hour line around the block just to get into the store to shop,” said Uri Minkoff, chief executive officer of Rebecca Minkoff. “This season we wanted to take the experience to one of our biggest markets: Los Angeles. Besides allowing her to see the runway show and see the collection, we will give her one of the biggest luxuries that we see our Millennial consumer craving — the luxury of experience.”
Minkoff plans to partner with health and wellness, beauty and technology partners to bring their customer a full-day experience. “We see this as a spark in retail, not only for us, but for everyone involved,” he said.
The reasons the brand decided to go to Los Angeles were threefold: The company really enjoyed last season showing outside, the theme of the spring show has to do with California and a female discovering different parts of the state and the brand does a significant amount of e-commerce in California.
The company plans to tie in with different brands outside the fashion space that have stores or are retail participants at The Grove. He’s still working out details as to which brands will participate. Minkoff plans to open a pop-up shop at The Grove during the month of February.
Minkoff said he chose The Grove because there’s been so much discussion about the troubles with retail, the slowdown in traffic to the mall and the growth of online. The company felt that if it could introduce a new type of experiential model, it could have participating partners invite their own consumers, and each of the companies could show off their new products.
“You can actually create a localized retail rebirth. You have fashion, you have beauty, you have wellness, you have restaurants, you have electronics, you have auto possibly. You have all these different partners that are releasing new products or providing different experiences for their customers, and the fashion show becomes the halo and the big finale moment,” said Minkoff.
The show is planned for sometime around sundown. It will take place outside, and models will walk along the center’s trolley tracks. He said he expects between 5,000 and 10,000 people to be there. Minkoff plans to use a mix of models from New York and L.A.
The Los Angeles show will be the third see-now-buy-now one for the designer, who launched the idea at her spring 2016 show. The model has proven to be successful for the brand, with sales at its SoHo store increasing 128 percent since implementing the new concept. Minkoff’s brand spans ready-to-wear, bags, footwear, jewelry, eyewear and tech accessories. Accessories represent 85 percent of the business, but the designer’s freestanding stores do a healthy ready-to-wear business, said Minkoff. The designer has freestanding stores on Melrose Avenue in Los Angeles, Chicago, in addition to locations in San Francisco and New York.
Photos Credit: Monica Feudi/Indigitalimages.com