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Author Andy Hobsbawm
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We’re delighted to announce our new collaboration with fashion brand Rebecca Minkoff and apparel solutions partner Avery Dennison RBIS to launch the first ever smart handbag.

On February 3, a series of limited edition #AlwaysOn Midnighter top handle handbags will be sold exclusively at the Rebecca Minkoff popup shop at The Grove in Los Angeles. Each bag comes with a tag that, when scanned by a smartphone, will automatically qualify the customer for a special loyalty program and unlock a VIP invitation to the SS17 show on February 4.

Each smart bag will also be able to unlock exclusive offers and experiences from Rebecca Minkoff, including e-commerce services, private styling sessions with Rebecca, style recommendations, and video content, as well as elite experiences with lifestyle partners.

The limited edition #AlwaysOn Midnighter bag is only the beginning of our exciting new, multi-year partnership. By Summer 2017, all Rebecca Minkoff bags will be smart.

Rebecca Minkoff

This collaboration with Rebecca Minkoff is the latest example of how #BornDigital™ apparel products can differentiate brands, create personalized consumer experiences, and make the products themselves stickier, more desirable and more valuable to their customers and companies.

When #BornDigital™ products are created with individual digital identities and web-connected smart labels, they enter the world with an invisible layer of data intelligence in the cloud. This opens up a brand new world of interactive product applications and analytic insights that changes the nature of what a fashion product is and how it can become stitched into your digital life.

To consumers, products like the #AlwaysOn Midnighter bag effortlessly offer personalized content, VIP service, and truly unique experiences. To fashion brands, it allows them to forge direct consumer relationships like never before and to better understand their customers through insights they couldn’t access before.

In short: Your bag is no longer just a style accessory. It’s a piece of connected, personal technology.

Read more in Forbes, Fast Company, and Women’s Wear Daily.

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