# Same-Day Runway Purchases Rebecca Minkoff Brought Direct-to-Consumer Fashion to 'The Grove' in La By Katherine Pendrill | Published 2017-06-12 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/the-grove References: [forbes](https://www.forbes.com/sites/sboyd/2017/02/07/rebecca-minkoff-brings-direct-to-consumer-fashion-to-the-grove/#7576945f1533) & [wwd](http://wwd.com/fashion-news/fashion-features/gallery/rebecca-minkoff-takes-over-the-grove-10777332/) 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](https://www.trendhunter.com/trends/beis-bloomingdales-takeover). 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](https://www.trendhunter.com/trends/shein-pop-up) 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](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk), Rebecca Minkoff's direct-to-consumer model aims to "cut fast fashion off at the knees" and revolutionize the fashion industry. ## Trend Insights (Trend Hunter) - Score: 5.3/10 - Popularity: 76% | Activity: 75% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Direct-to-consumer Fashion:** Rebecca Minkoff's direct-to-consumer model disrupts the traditional fashion industry by allowing consumers to purchase high-end designer wares the same day as their runway debut. - **See-now-buy-now Shows:** Rebecca Minkoff's see-now-buy-now shows offer a disruptive innovation opportunity by freeing designers from the constraints of the old fashion week model. - **Cutting Fast Fashion:** Rebecca Minkoff's direct-to-consumer model aims to cut fast fashion off at the knees, providing consumers with access to high-end designer wares without the long wait. ### Who This Affects Most - **Fashion Retail:** The direct-to-consumer model introduced by Rebecca Minkoff disrupts the traditional fashion retail industry by bypassing the need for wholesalers and retailers. - **Fashion Design:** Rebecca Minkoff's see-now-buy-now shows present a disruptive innovation opportunity for fashion designers to instantly sell their runway collections directly to consumers. - **Shopping Centers:** Rebecca Minkoff's pop-up shop at The Grove reveals a disruptive innovation opportunity for shopping centers to host direct-to-consumer activations and attract fashion-conscious consumers. ## Related on Trend Hunter - [Haute Home Shopping Fashions](https://www.trendhunter.com/trends/rm-studio-x-rebecca-minkoff.md) - [Regenerative Designer Fashion Shows](https://www.trendhunter.com/trends/endless-runway.md) - [Web3 Fashion Show Initiatives](https://www.trendhunter.com/trends/reinventing-the-runway.md) - [Phygital Fashion Retail Experiences](https://www.trendhunter.com/trends/macys-mstylelab.md) - [Shoppable Luxury Fashion Films](https://www.trendhunter.com/trends/fashion-film1.md) - [AI Virtual Fitting Rooms](https://www.trendhunter.com/trends/ai-virtual-fitting-room.md) - [In-House Minimalist Apparel](https://www.trendhunter.com/trends/contemporary-womens-fashion.md) - [AI-Driven Wholesale Platforms](https://www.trendhunter.com/trends/hypedrop.md) - [AI-Driven Shoppable Catwalks](https://www.trendhunter.com/trends/ai-driven-shoppable-catwalk.md)