Last year RFID solutions provider Avery Dennison and Internet of Things platform EVRYTHNG announced that they plan to introduce 10 billion items of connected clothing over the next three years in its Born Digital campaign.
Luxury retail brand Rebecca Minkoff is continuing on its tech-enabled journey as a fashion brand, this time introducing smart tags to her new handbag designs in order to offer consumers access to exclusive content and experiences.
The brand released a limited edition of connected handbags before its annual fashion show last month. However, the retailer has announced that all of its handbags will carry RFID tags and be “smart” by this summer. In addition, Minkoff will unveil more connected apparel items later this year.
The technology gives each handbag its own digital identity in the cloud, which can unlock exclusive offers, e-commerce services, private styling sessions with founder Rebecca Minkoff, and entry into a loyalty program.
Rebecca Minkoff is looking to appeal to the “truly tech-active millennial” craving a “new level of immediate satisfaction,” according to the Minkoff team.
“We know that all products in the future will have a digital life as part of the Internet of Things,” says Uri Minkoff, co-founder and CEO of the brand. “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 our shoppers through our products after the purchase.”