It’s that time again, when the bi-annual Fashion Week tech ideas mill starts churning. In the last couple of years, we have witnessed various fashion brands attempting to woo us with their ‘we have the best integrated tech’ pitch. Some succeeded, others did not. This season, it is Rebecca Minkoff, who already has set tongues wagging about her new connected bag.
Taking a leaf out of Rochambeau‘s book, her limited collection of bags brags smart tags that allow consumers to access exclusive content and experiences. The key feature is that each bag comes with a hangtag that when scanned unlocks a ticket to the Spring|Summer 2017 runway tomorrow’s event (4th February 2017).
Partnering up with apparel branding solutions Avery Dennison’s Retail Branding and Information Solutions (RBIS) division and Internet of Things platform EVRYTHNG, Minkoff has announced that she will not stop at her 10 bags, she has plans to make all her bags “smart” by summer 2017.
When it comes to the technology of her new collection, each of her bags has a digital identity in the cloud, which when accessed, will unlock exclusive offers, e-commerce services, private styling sessions with Rebecca, style recommendations, video content, an invitation to the following show, and elite experiences to enjoy with lifestyle partners.
Looking to appeal to a “truly tech-active millennial”, Uri Minkoff, co-founder and CEO of the brand shared with Forbes, “We know that all products in the future will have a digital life as part of the Internet of Things. Rebecca Minkoff wants to be first in letting our customers access this new world of experiences, content and services digitally by interacting with our physical designs. Most fashion brands lose sight of their products and customers; this technology now allows us to directly connect with shoppers through our products after purchase. We’re incredibly excited by a born digital future, and you’ll be seeing it integrated across many more of our products later in the year.”
With the future looking more #BornDigital than ever, I am hoping that the Avery Dennison/EVRYTHNG initiative will inspire more Fashion Week designers to collaborate and bring something exciting to our attention. Already thinking about we will be wearing this season, I have decided to style, Rebecca Minkoff’s latest offering with some garb. In my opinion, I think that the bag works well with the majority of winter wardrobes, which is a bonus in my book.
The look that we went for, was all about being warm, comfortable and stylish. Our objective was for the look to scream “my bag looks normal, but look again, it is tech.” Love this style? Then you can purchase the very affordable sidekicks at Missguided, except the earrings which are homemade. If it is the connected bag you want, then you can grab one (if you are lucky) at an exclusive pop-up shop on site.