Rebecca Minkoff sent her fall/winter 2016/2017 collection down her New York Fashion Week runway on Saturday, September 10, 2016; instead of her spring 2017. What???
Despite the September shows, during New York Fashion Week, showcasing designers spring 2017 collections, Rebecca Minkoff has shaken up the industry by showcasing her current, fall 2016 collection. To shake things up further, the models were a mixture of real people, and professional models. But, wait, that’s not all! The guest list included customers, media, bloggers, and real people, instead of the traditional industry guest list which normally features stylists, editors, buyers, and bloggers.
Rebecca Minkoff’s strategy was to ride the fashion week “hype” wave by allowing customers to shop directly from the runway, instead of waiting until February to purchase from the new collection. Genius! I wonder if it is working?
When I attended the show, I was grouped together with all of the invited bloggers. We were placed behind the customers, and celebrities, to watch the show; hence the waist-up photo I took above. Although it was hard to see, the vibe at the event was really fun. There was a live band, the models were smiling, and having a blast walking the runway; which I love!
Showcasing her current collection on the runway at fashion week was a smart move. I saw several items on Rebecca Minkoff’s runway I would love to purchase for fall, and since they are currently available, it will be easier for me buy them instead of forgetting about them in the next few months. If I feel this way, others must too! It will be interesting to see how this hot new concept turns out, and if other designers begin to follow suit over time.
To shop my favorite fall 2016 pieces from Rebecca Minkoff’s New York Fashion Week runway, please view the scroll bar below. If you like a runway item, simply click on it, and shop! Shop the runway, love that!
What do you think of Rebecca Minkoff’s fashion week strategy? Leave a comment below and let me know!