In an effort to change the way designers sell their collections to consumers, Rebecca Minkoff took the initiative to bring direct-to-consumer fashion to 'The Grove' shopping center in Los Angeles. Not only did the move disrupt the high-fashion industry, but it also revealed a growing shift towards direct-to-consumer models.
On February 4th, 2017, Rebecca Minkoff took over The Grove for a day of consumer activations. On the one hand, attendees has a chance to join yoga classes, attend talks on the latest VR technology, taste wine and meet with other influencers. However, one of the biggest attractions was a pop-up shop that allowed consumers to purchase the looks they saw on the runway the very same day. As Minkoff explained, "now that we are doing the see-now-buy-now shows for the consumer, it frees us up, and we don’t have the constraints of the old fashion week model."
By offering consumers access to high-end designer wares the same day as their runway debut, Rebecca Minkoff's direct-to-consumer model aims to "cut fast fashion off at the knees" and revolutionize the fashion industry.
Same-Day Runway Purchases
Rebecca Minkoff Brought Direct-to-Consumer Fashion to 'The Grove' in La
Trend Themes
1. Direct-to-consumer Fashion - Rebecca Minkoff's direct-to-consumer model disrupts the traditional fashion industry by allowing consumers to purchase high-end designer wares the same day as their runway debut.
2. See-now-buy-now Shows - Rebecca Minkoff's see-now-buy-now shows offer a disruptive innovation opportunity by freeing designers from the constraints of the old fashion week model.
3. Cutting Fast Fashion - Rebecca Minkoff's direct-to-consumer model aims to cut fast fashion off at the knees, providing consumers with access to high-end designer wares without the long wait.
Industry Implications
1. Fashion Retail - The direct-to-consumer model introduced by Rebecca Minkoff disrupts the traditional fashion retail industry by bypassing the need for wholesalers and retailers.
2. Fashion Design - Rebecca Minkoff's see-now-buy-now shows present a disruptive innovation opportunity for fashion designers to instantly sell their runway collections directly to consumers.
3. Shopping Centers - Rebecca Minkoff's pop-up shop at The Grove reveals a disruptive innovation opportunity for shopping centers to host direct-to-consumer activations and attract fashion-conscious consumers.