In an effort to change the way designers sell their collections to consumers, Rebecca Minkoff took the initiative to bring direct-to-consumer fashion to 'The Grove' shopping center in Los Angeles. Not only did the move disrupt the high-fashion industry, but it also revealed a growing shift towards direct-to-consumer models.
On February 4th, 2017, Rebecca Minkoff took over The Grove for a day of consumer activations. On the one hand, attendees has a chance to join yoga classes, attend talks on the latest VR technology, taste wine and meet with other influencers. However, one of the biggest attractions was a pop-up shop that allowed consumers to purchase the looks they saw on the runway the very same day. As Minkoff explained, "now that we are doing the see-now-buy-now shows for the consumer, it frees us up, and we don’t have the constraints of the old fashion week model."
By offering consumers access to high-end designer wares the same day as their runway debut, Rebecca Minkoff's direct-to-consumer model aims to "cut fast fashion off at the knees" and revolutionize the fashion industry.
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