Rebecca Minkoff Will Show Her Spring 2016 Collection at NYFW (Again)
Millennials: We're impatient. We're self-centered. We're obsessed with social media. We get it.
These qualities have often been used to berate and belittle us, but now it seems that the fashion world is catering to these exact "flaws" and upending the entire system in order to suit our "must-have-now" mentalities. Take that, Gen-X'ers!
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According to WWD reports, Rebecca Minkoff is the latest designer to turn the typical fashion week structure on its head. Rather than follow tradition and show her fall 2016 collection to an exclusive group of editors, buyers and tastemakers at NYFW this February, the designer will instead show her spring 2016 collection (for a second time) to a crowd made up mostly of consumers.
With this new strategy, Minkoff hopes that the social buzz and hype from excited customers at the show will give her spring 2016 collection — which will be in stores at the time — a sales bump.
Like her fellow designer Jeremy Scott (who also sold products straight off of Moschino's runway in September), Minkoff believes that because customers are exposed to a bombardment of social-media coverage in real time, they become fatigued of the products before they hit retailers six months after the shows. What's more, by the time the clothes make their way into stores, many fast-fashion brands have already knocked them off.
Though she admits that showing the collection she debuted in September might cause some initial confusion, Minkoff and her brother, company CEO and co-founder Uri Minkoff, believe that this is the way of fashion week's future. "This should be the new model for the industry," he told the trade. "It doesn’t create dramatic change, but allows for all the parties to win. We kind of wanted to put our stake in the ground.”