Rebecca Minkoff launches ”smart” bag – and I’m disappointed

American accessory brand and fashion tech pioneer Rebecca Minkoff is taking their fashion tech approach further. Now they’re launching a brand new bag with smart tags in order to provide customers with exclusive content and experiences, according to Forbes. Timely as well, considering her fashion show is taking place in LA this very weekend where, as it happens, customers can buy the bag at a pop up store the site, receiving a ticket to the runway event.
The smart bag is part of the #BornDigital concept which has put up a somewhat grand goal: to digitize 10 billion items of clothing and accessories over the next three years. And Minkoff is apparently taking this seriously, announcing that all of the brand’s bags will be smart by summer 2017. But what exactly are the customers buying? Well, basically it’s a bag full of offers, invitations and styling tips, accessible in the cloud, via the bag. And basically just a new way for the brand to keep their customers close, even after purchase. To be honest I was hoping for something more usable, you know for the customer, rather than the brand itself. But let’s hope that’s the next step.


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