Rebecca Minkoff is adding another expansion to her brand, by looking overseas to create an accessories collection that will be made available at Selfridges in the U.K. The fall collection will go on sale in June. Minkoff has been working to maneuver her brand further on the global market, and so this is a step that should have been much anticipated for lovers of the designer and her label. In an interview with WWD, Minkoff identified her customer, and showed that there isn’t much of any gap between her U.S. and U.K customer base; she also didn’t squander the moment to talk about her personal feeling toward the retailer her collection will be hosted at.
“As a longtime customer of theirs, I’m delighted that our product will be shared with the quintessential London girl who loves Selfridges and is simultaneously very much the Rebecca Minoff customer,” the designer told the fashion news source. “She’s a Millenial, she wants to be noticed for her sense of style and not the logo she’s wearing, she wants something that is unique and identifiable at a great price point that and that has great value.”
As Minkoff stretches into the European market, the opportunity to promote higher-priced items cannot be ignored, as the customers on that continent are known to be more willing to pay slighter more for fashion-forward items. This will likely be reflected in the collection, through the footwear, handbags, jewelry, and small leather goods that comes with it; the products will be available on the lower ground floor of the store, in the handbag and accessories department, naturally.
Caroline Fielder, buyer for Selfridges, told WWD that she felt Minkoff’s collection would serve the contemporary market of today well, especially since the price point of the line will be accessible for the Selfridges customer. “Rebecca Minkoff handbags have a wide appeal due to their playful yet edgy aesthetic. The brand’s DNA is fun and the price point is accessible,” said Fielder, before speaking over the relevance of handbags for the designer. “From the signature Mini Mac to the M.A.B tote, there is always a bag that works for an occasion.”
The U.K. is a natural place to start a plan for global expansion, and Minkoff is already undergoing plans to open some freestanding locations in Abu Dhabi, Dubai, and a new store in Chicago to further the expansion. All of this stems back to the goal for the designer to target the Millennial consumer, and she has been making moves to continue the venture since her runway show last February, which showed consumers to the runway, and became a see-now-buy-now experience. With the success achieved from the move, continuing on in like manner was to ensue.
“We had incredible results; from this year to last year our sales grew over 211 percent, and we can definitely see that our consumer liked and embraced it. So we are very much planning to continue,” Minkoff said. She continued on to speak of the value she sees in promoting her products in retail locations, like Selfridges, in this case. “I still think that the consumer shops in them and it’s important to be part of the conversation by being in a Selfridges or a Neiman Marcus or a Saks Fifth Avenue. They are aspirational stores and it’s key to have presence in them if you want people from all over the world coming to see your collections.”
Increasing in global presence is exciting in and of itself, but Minkoff is also speaking of expansions on the digital front; she is currently working on a TV show, as well as a YouTube show. Minkoff and Intel have partnered together in order to work on a group of events that will create more opportunities for women in the field of technology. A great many things are arising from Minkoff’s brand, making her label one to watch in the coming months and years.
Photo courtesy of @rebeccaminkoff