NEW YORK — Rebecca Minkoff, who last month revealed that the brand’s third see-now-buy-now show will be held in Los Angeles at The Grove on Feb. 4, is adding to her accessories category with a new series of 10 limited-edition handbags. But they’re not just any handbags.
Minkoff has partnered with Avery Dennison and Evrythng to infuse each style with smart technology. The studded top-handle bags, dubbed the #ALWAYSON Midnighter style, will each come with a hangtag that when scanned will unlock a ticket to Minkoff’s spring 2017 fashion show as well as other exclusive offers and experiences with the brand.
The 10 bags will be sold exclusively at Minkoff’s pop-up shop at The Grove, opening on Feb. 3 — the day before her show. They will retail for $295.
Each bag will automatically qualify the customer for a loyalty program, as well as access to e-commerce services, private styling sessions, style recommendations, video content and an invitation to Minkoff’s next fashion show.
In a telephone interview, chief executive officer Uri Minkoff — who noted that all of Rebecca Minkoff handbags will be equipped with smart technology as of summer 2017 — talked more about ways the company is exploring “the Internet of things.”
“There’s such
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