Rebecca Minkoff launches smartbag line to win over new customers

By

Cassidy Mantor

Published
Nov 16, 2017

Rebecca Minkoff has launched a new line of #alwayson handbags that contain a code that customers can scan with their smartphones to get personalized product recommendations, promotions and video content from the brand.

Uri Minkoff, co-founder of Rebecca Minkoff called the smartbags the start of a new way of thinking about consumer marketing. Minkoff said, "The customer experience and journey has so much more opportunity now enabled by technology."

According to a Rebecca Minkoff spokesperson, the #alwayson ("Always On") handbag line was created to create new and direct relationships with consumers as part of the growing trend to integrate the Internet of Things in retail. The goal with the handbags is to create personalized discussions which drive new consumer engagement.

The new Always On smartbags collect data in a framework called Digital Emotional Intelligence, or DEQ. According to the scientist who has been developing DEQ at the University of Sheffield, Dr. Phillip Powell, DEQ is a new way to apply real time data insights to help brands boost loyalty and sales.

Uri Minkoff said the smartbags will open "doors to a world of amazing, hand-picked experiences we think our customers will love, while making it easier than ever for them to access special offers, recommendations, and other loyalty rewards.”

DEQ collected through smart products can help brands understand consumer emotions, moods, preferences and build stronger customer interactions for longevity. While the first edition of smartbags is programmed at a fairly basic level, Uri Minkoff said the goal is to ultimately provide a highly personalized shopping experience.

Rebecca Minkoff partnered with smart product platform Evrythng and apparel branding and tech company Avery Dennison to produce the smartbags.

Bill Toney, global VP of market development at Avery Dennison said, "At a time when the retail industry is in complete transformation, connected products with a unique digital identity are paving a way for brands to not only easily capture stock visibility, but also engage on an emotional level with their consumers. This is key to winning in the marketplace."

The Always On smartbags are Rebecca Minkoff's latest strategy integrating technology into fashion. Rebecca Minkoff has a line of luggage with charging banks, and has incorporated tech features into the dressing rooms in stores as well. The smartbags are now available in stores and are differentiated from their non-tech enabled counterparts by their smart tag.