Upscale women’s fashion retailer Rebecca Minkoff plans to roll out RFID to a fourth North American store in Chicago by March, as the upscale fashion brand continues to see strong gains from RFID at its stores in New York City, San Francisco and Los Angeles.
At Rebecca Minkoff, RFID is all about extending the customer experience. When a customer walks into a store, a large interactive runway video wall display allows them to choose items they would like to try on. Items are in the fitting room when they arrive, and interactive mirrors allow them to have additional items brought in.
Co-founder and CEO Uri Minkoff says that 30 percent of people ask for additional items to try on. The RFID solution has been so successful that the percentage of apparel sales is three times higher than initially anticipated.
“We are a lifestyle brand but known for our accessories, which dominates our business,” says Minkoff. “Apparel has always been a smaller portion but it’s becoming a very integral part of the share of the business because of what we have RFID-enabled. Apparel has become so dominant in the stores because the consumer is able to see how to pare different items. We’ve taken the e-commerce experience and brought it into the store.”
When a customer enters a store, they are able to order a drink on the interactive video wall, and then click on different styles of clothing that they are interested in. “RFID is very important here,” says Minkoff, because it lets them know which items are in stock.
“The next thing that happens is where all the magic occurs. Because everything has an RFID tag, as the consumer crosses the threshold into the fitting room, an RFID antenna registers and reads what colors and sizes she has, and those items are displayed on the magic mirrors in the fitting room. All of a sudden the fitting room has come to life for the shopper.”
Rebecca Minkoff started piloting ebay’s Connected Mirror technology last year.