Rebecca Minkoff to open largest flagship in LA

Rebecca Minkoff is set to open its largest flagship store later this month. Complete with the brand's technology-forward dressing rooms, the 4,600 sq. ft. storefront will sit on Melrose Avenue in Los Angeles.

Similar to the San Francisco and New York locations, the store will feature the dressing room technology that helps customers shop and choose sizes, then find the items already ready for them in the dressing room, Women's Wear Daily reported. In addition, the in-store technology can help shoppers style complete looks. Dressing room mirrors become touch screens for saving shopper information.

The technology has driven even higher sales in ready-to-wear than the brand expected. Rebecca Minkoff is selling 2.5 to 3 times more of these pieces based on the technology's recommendations.

A stage that showcases a rotation of art, music and technology will also be on display in the store. Uri Minkoff, CEO and cofounder, sees the 750 sq. ft. space as a place where Los Angeles' art and music meets fashion.

"We wanted a location in L.A. that had great proximity to other great brands that we admire and also one that was close to stylists as well as to where a lot of the local people in L.A. in the industry live and work," Minkoff told Women's Wear Daily. "There's a lot that seems to be happening in the area."

Also unique to the location is athleisure and menswear sections. Plus, a separate entrance and connecting doors lead to the first Uri Minkoff flagship, totaling about 300 sq. ft. Previously the line, known as Ben Minkoff, sold only handbags, but will expand into shoes and leather goods for the unveiling in Los Angeles.

Rebecca Minkoff is on the forefront of digital and physical integration and has been partnering on other technology-driven initiatives, including with Westfield Labs, a division of the Westfield shopping mall development company. During the holiday season in 2013, the brand tested an LED display at the Westfield San Francisco Centre mall, featuring three screens that sold products from Rebecca Minkoff, Toms and Sony.

For more:
-See this Women's Wear Daily article (subscription)

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