Luxury fashion brand Rebecca Minkoff opened the doors to its second U.S. store this week in SoHo, New York City, and according to the company, the store aims to pair some of the best features of online shopping with a traditional bricks-and-mortar experience.
Shoppers check in on arrival, via the "Connected Glass" shopping wall, a large mirrored interactive display. Once a shopper has made their selections, they tap a button to have their products sent to a dressing room, each of which is also outfitted with the mirrored touchscreens. Once in the fitting room, a shopper can still browse the online catalog, and request that additional items be brought to them.
The shopper also has a high level of control over the ambient lighting inside the fitting room.
The Rebecca Minkoff brand takes its name from its creator, who launched her iconic "Morning After Bag" in 2005. Today, the company produces accessories, footwear, apparel and jewelry in addition to handbags, and is distributed in more than 900 luxury retailers worldwide. This is the brand's fifth retail location, its second in the U.S., and the first to use the interactive technology, which was implemented by eBay.
"Every woman hates walking out of a dressing room half-naked in search of a sales associate for another size or style, which is why I'm so excited about the magic mirrors in our dressing rooms," Minkoff said in a statement. "My customers will be able to virtually connect with their stylist through the mirror's touchscreen technology for anything they need ... whether it's another size or a glass of champagne."
James Bickers is the senior editor of Retail Customer Experience, and also manages webinars for Networld Media Group. He has more than 20 years experience as a journalist and innovative content strategist, with publication credits in national, international and regional publications.