Many consumers take an immense amount of pride in owning luxury items like designer handbags, especially since it makes them feel like they are part of an exclusive club. In addition to the logo itself holding value, Rebecca Minkoff's newest bags also boast built-in rewards for those who support the brand by purchasing products.
All Rebecca Minkoff bags produced will soon be equipped with technology from Avery Dennison RBIS and EVRYTHNG, such as built-in QR codes, which can be used to unlock exclusive in-store rewards. As CEO Uri Minkoff describes: "As we’ve seen with with Pokémon Go, there’s a fascination around the gamification of people wandering around looking for things. It was like, 'wow, what if our products had a life from the moment they were turned on?'"
For the Spring 2017 show at New York Fashion Week, Rebecca Minkoff also tested the smart bags as a way to grant exclusive access to a VIP runway experience.