The Rebecca Minkoff Fall / Winter 2019 presentation at this year’s New York Fashion Week offered a lens into the working woman – in all its beautiful, various forms.
As a female founder and mother of three, Rebecca Minkoff’s ode to the modern working woman was close to the designer’s heart.
The presentation featured backdrops of filing cabinets, bankers boxes and different workspaces, a collection of separates in sky blues, bright fuchsias, tomato reds, and sandy neutrals, and Dolly Parton’s “9 to 5” appropriately blaring – but the scene-stealer was a mother breastfeeding her baby.
“I was in our Fashion Week set design meeting while pumping, as I do each day, and had an epiphany! We needed to represent this common practice during our presentation, which was centered around women in the workforce,” Minkoff explained the inspiration behind showcasing the breastfeeding moment in her presentation.
The biggest news to be announced at the presentation? The capsule collection of extended sizing launched between Minkoff and Stitch Fix.
The capsule collection leveraged Stitch Fix’s expertise in data science to help Rebecca Minkoff’s namesake brand launch extended sizing for the first time, with a new size offering, from 00-24 and XXS-3X.
“It came about because we basically had been working together since 2017. They came to me and asked if this is a category I’d like to get into. I said I’ve been dying to get into it, but we have to do this right. They have all the good data and the analytics about what this customer wants and I want to make her feel beautiful, so I was able to bring that to life,” Minkoff shared.
Offering extended sizing was something the brand has wanted to do for a long time now, but it came down to timing and finding the perfect partner. “As a company we’ve been able to offer up to size 12, but there’s a big gap in 12 to 24, so we weren’t going to do this until we had a great partner, and Stitch Fix was the partner that came.”
(Stitch Fix made headlines in late August when it announced that the publicly traded online personal styling service expanded its tech portfolio with the purchase of digital wardrobe startup, Finery.)
The Rebecca Minkoff x Stitch Fix capsule collection consists of eight styles available in XXS-3X and 00-24W, and available via Stitch Fix.
Focusing on silhouettes that are fundamental to the Rebecca Minkoff brand, such as feminine peasant dresses and bohemian blouses, Stitch Fix offered key data learnings on fit, length and style to establish a size-inclusive fit while staying true to the Rebecca Minkoff brand aesthetic. Specifically, Stitch Fix leveraged customer insights and data to inform several designs. For example, for the tops and blouses, Stitch Fix’s deep well of data helped extend the sizing of tops without compromising comfort and mobility in the shoulders and arms, and by fitting all items on live models. When it came to knitwear, Stitch Fix’s client preference data was leveraged when developing knitwear in bold stripes, a print that isn’t frequently offered in extended sizing. By adding length to the striped knitwear, Rebecca Minkoff’s design team was able to ensure comfort without sacrificing style for the brand’s extended-sized customers.
Doing a presentation format as opposed to a live runway show was also rare for the Rebecca Minkoff brand:
“I think overall the inspiration was celebrating the modern working woman, and you can’t really do that in a runway show, so we really wanted to take you into the environment and get it more immersive and more experiential.”
Focusing on experiential in retail is nothing new to Minkoff, who has been recognized as an industry leader as one of the retail brands showcasing omnichannel and high-tech features in its brick and mortar locations (such as in its SoHo and Los Angeles locations).
“I think we’re just at the tip of the iceberg when it comes to experiential retail and people are trying to figure it out. Right now it’s about testing and every brand has to test for itself and see what works – there’s no one model for one brand, which I think is hard, because it used to be that there was one way to do things. And now this realm has exploded. So I think a brand has to see what works for them and keep testing until they figure it out.”
The retail landscape has evolved tremendously since Rebecca Minkoff first debuted in 2005. To celebrate the brand’s 15-year anniversary in 2020, Minkoff hinted at expanding into some new categories and shared that a fragrance launch is arriving in time for holiday.
“There are so many more things coming up, but I can’t tell you about them just yet.”
*Information contained on this page is provided by public rss feeds. Manager Mint Media makes no warranties or representations in connection therewith.