Situation analysis

Rebecca Minkoff, in collaboration with Chase-Mate, a mobile

accessories firm, is bringing one of the first fashion-forward wearable
technology pieces to the market. As a designer that is known for her
elegant, but edgy, jewelry and handbags, Rebecca Minkoff is now
checking functional fashion off of her list. As a leader in the fashion
industry Rebecca Minkoff understands her customers needsto be
connected to technology. With a growing trend in wearable tech, this
market is predicted to have a big earning potential. Predictions have
placed this industry to grow to $170 billion by 2020. Rebecca Minkoff s
feminine accessory will appeal to anyone who has a need to be
connected at all times, while remaining at an affordable price point.
http://www.wsj.com/articles/tech-companies-and-fashion-designers-tryto-put-the-wear-in-wearables-1410305929?
KEYWORDS=rebecca+minkoff+wearable+tech
Rachel Arthur/Natalie
BRIEFING
Feb. 12
Introduction
Natalie Tomorrow, Friday, at 10:00am you will be meeting with
Rachel Arthur, a Forbes contributor, for a story she is working on about
wearable technology. Specifically, how Rebecca Minkoffs upcoming
release of wearable tech will appeal to the mass market. In a sense,
this could be a risky business story, as Rachel will most likely compare
us to technology giants such as Apple. We want to make the story go in
a direction that will hype up the product and not let competitors take
our thunder. Background on the story, Rachel and how to approach the
interview discussion is all included below. Please let me know if you
have any questions or concerns.
Meeting Goals:

Conversely, speak to the great amount of planning,

research and preparation Rebecca Minkoff has done with
Chase-Mate to create this wearable tech collection.

Eliminate concerns of acceptance by the mass market,

explaining how this timepiece if beneficialnotifies the
wearer to call and texts on phone and the bracelet doubles
as a USB cable so you are able to charge your mobile
device.

Stretch goal would be that Rachel focuses on Rebecca

Minkoffs wearable tech as a product that adds value to a
consumers lifestyle for years to come, while presenting an
aesthetic design.

Story Context and Discussion topics:

The sense is that Rachel is doing a follow-up story on a

recent article she published about wearable teach being
truly beautiful. In this, she highlighted the Apple Watch and
mentioned its lack of being visually appealing. After
Rebecca Minkoff showcased this design in the fall at New
York Fashion week, Rachel reached out to us.

As we are nearing the launch of this product, we want this

article to hype it up. You will do so by speaking of Rebecca
Minkoff as being one of the first fashion designers to
integrate technology into a collection and how this will
change the future of fashion.

As Rachel writes about the intersection of fashion, business

and technology, speak of this product as being highly
functional. In doing so, give specific situations in which this
wearable tech will be beneficial. For example, with the
professional women in mind when designing this product,
speak of them as ones who need to be connected
everywhere they go, whether they are in a meeting or at a
dinner. With this product, they will no longer have to keep
their phones out; the wearable tech will send them
notifications right to their wrist.

As Rachel describes it, this story is on the subject of why

someone should care about fashion designers adapting
into the technology field and how they will compete with
tech-giants. From the looks of it, Rachels stories have
mostly been in favor of fashion designers. However, we
need to approach this story as technology being the future
of fashion. Speak of our collaboration with Chase-Mate and
the great deal of planning and research that took place in
order to ensure a great product is being presented to the
market.

Interviews: Per Rachels request, her story is based on

the 30 minutes she has with you and Karinna Nobbs, a

senior lecturer of fashion brand strategy at London College

of Fashion. It is our understanding that Karinna is in favor
of fashion designers entering the tech market as she has
spoken on the issue of the market missing something that
is both beautiful and highly functional.

Your role: As I mention above, this story is definitely in

our favor. However, to make sure we really hype up
Rebecca Minkoffs wearable tech, we need to highlight the
key features. Those being:
o The gold chain-link bracelet, embodied with a silver
bar and pyramid studs that connects with your phone
via Bluetooth and alerts you by lighting up when a
text or phone call is coming through. (You can put
your phone away, yet still be in touch)
o The bracelet contains a leather strap and a clasp
with a hidden USB cord, which will charge and sync
your phone on-the-go.

Approach Notes:
Rachel is someone who oversees coverage of the fashion
and retail industries from a communications, brand
strategy and technology standpoint. She is someone who
writes about being in favor of fashion-tech products and
believes it to be the future of the fashion industry.

She approaches stories from a business perspective more

than a technology perspective. She is often concerned
about how well new products will be perceived when
entering a new market.

Rachel is very focused on wearable tech within the fashion

industry and brands/designers that are adopting this
product. As we are one of the first to incorporate this
product into a collection, speak of the value this adds to
ones life.

Rachel has also expressed interest in how fashion

designers will compete with tech-giants such as Apple
when entering into this new wearable tech market.
Highlight on the fact that this wearable tech is a subtle,
and fashion forward while being highly functional
something thats lacking in our competitors products.
Additionally, Rebecca Minkoffs wearable tech appearance

is so discrete, as it appears to look more like a bracelet

than any of our competitors products.
Appendix/Data:
If you would like to have some data on hand to speak of, below are a
few bullet points that highlight the wearable tech industry.

-The wearables market has big-dollar potential: Cowen and Co.

estimates it will grow to $170 billion by 2020.

19.2 million wearables are estimated to ship worldwide in 2014, more

than tripling last years sales.

By 2018, that number is expected to hit 112 million

Rebecca Minkoff wearable tech will cost $120 and the charging
bracelet will cost $60 (affordable, yet highly functional)

Recent and Relevant coverage:

IsThisTheFirstExampleOfTruly'Beautiful'
WearableTech?
By:RachelArthur

Abigargumentagainstthewearabletechthatsoutinthemarketsofarisverysimply
thatits,wellugly.Untilrecentlywearableshavelargelybeendominatedbyclunky,
boxydesignsthathavehadafairlymasculinefeeltothem.
Applelastweekattemptedtointroduceasolutiononthisaesthetic(aswellasfunctional)
frontwithitsnewAppleWatch.Itwasastepintherightdirection,thoughoneinevitably
stillmetwithmixedresponse.OverinNewYorkmeanwhile,wearablesweretrendingat
FashionWeektoo,withreleasesspanningOpeningCeremonyandIntel,Rebecca
MinkoffandCaseMateandDieselBlackGoldwiththenewSamsungGearS.
Eachofthoselikewisefocusedonapieceyouweararoundyourwrist,andthough
improvedwiththingslikestudsandsemipreciousstones,stillhadsomewhatofaclunky
designaesthetic.
SoitsinterestingtoseeLondontakeanentirelydifferentroute.Ratherthanthinking
aboutdevices,thetalkofthisFashionWeekhasbeenabouttheintroductionofalightup

dressinpartnershipwithDisneyatRichardNicollsshowyesterday.
LetmepreemptyourresponsebysayingthatsthekindofwearabletechIwouldusually
rollmyeyesattooaticktheboxPRstuntthatsolelyappealstothelikesofKatyPerry
orFergiefromtheBlackEyedPeas.ItwasinspiredbyTinkerbelltoo,Ihearyoucry?
Hearmeout
CreatedincollaborationwithLondonbasedfashionandtechnologycompanyStudioXO,
thisslipdresswasmadefromafibreopticfabricactivatedbyhighintensityLEDs
tailoredwithinit.Theresultwasalmostlikeanetherealglow.
AsMatthewDrinkwater,headoftheFashionInnovationAgency,whichbroughtRichard
Nicoll,StudioXOandDisneytogether,said:Itcreatedamagicalpixiedusteffectdown
thecatwalk.Andthatwasntfaroffthetruth.Thetypicallyfrostyfashioncrowd
accordinglygaveaverypositivereception.
TheIndependentreferredtoitasTinkerbellforthe21stCentury,whileTatlersfashion
associatetweeted:FAINTINGovertheopeninglookatRichardNicollalightupfibre
opticLEDminidress.HELLYES.
ItwasimperativeforRichardthatwhatwentdownthecatwalkwasfashionnottech.
Thegaspswereaudibleasthedressappeared,itwasahugemomentforfashion
technology.Wedbuiltsomethingthatwastrulydesirable,Drinkwateradded.
Wevebecomesocaughtupwithwearablesbeingaboutdevicesthatofferussomeform
ofcommunicationstrappedtoourarmsratherthansatinourpockets,ortrackingour
stepsandmeasuringourheartratesandtryingtotiethatinsowholeheartedlywiththe
fashionindustrythatmaybewevejustforgottenthatwhatwereactuallyafteris
somethingthatjustgenuinelylooksgreat.
Fashionisaboutwhatsnew,butitsevenmoreaboutwhatmakesthewearerlookand
feelbeautiful.Sodoesournewwearabletechactuallyneedtoreallydoanything?Can
itnotjustbethatitenhancestheclotheswearewearingtomakethemevenbetterthan
theywerebefore?
Sequinsdothat,aperfectlycutsilkdressdoesthat,aMaryKatrantzouprintdoesthat.
Backonthewearabletechfront,wecouldalsogoasfarastoconsiderdevelopmentsin
fibresthathelpkeepuscool,wickawaysweatandsaveushavingtoiron,allreallyas
developmentsunderthatsameheading.
Thebeautywiththeseexamplesisthatitshappenednaturally,wehaventnoticed,and
itsmadeourlivesbetter.Technologyshouldbetheinvisiblepartinthismoreprominent

fashiongametoo;andfortunatelythatseemstobewherewereheaded.
SpeakingatafashionandtechtalkhostedbytheBritishFashionCouncilduringLondon
FashionWeek,NancyTilbury,cofounderanddirectorofStudioXO,said:The
technologyisstartingtodisappearmakingittheidealtimeforthefashionindustrytoget
involved.Thetextileworldisabouttocomealivebecauseofthesewonderfulnew
technologies.Sheimaginesafuturelessthan10yearsawaywherewewillbeableto
changethesurfaceofourclothes;wherewellbeabletowalkintoaroomandtransform
whatwerewearinglikeachameleondoeshisskin.
DrinkwaterreferstotheRichardNicollprojectasasteppingstonetodesigners
genuinelyusinghitechmaterialswithintheircollectionasamatterofcourse.Its
importantthatitdoesntfeellikethejarringtechpiece,heexplained.Imasked
regularlywhatclotheswilllooklikeinthefutureandIreallybelievethatiffashiontech
istobesuccessfulthentheywilllookastheydonow.Iwanttheclothestobethestory,
[so]thetechmustbeintegratedseamlessly.
Themoreitis,themorewecangobacktofashionbeingaboutfashion;notaboutclunky
digitaldevices,butaboutbeautifullywellmadedressesthatweallwanttowear.
Perhapsalittlesprinklingoffairydustisjustwhatweneed.

SmartEarrings,UnloseableSunglassesandSafety
Jewelry3WearablesToKnowNow
By:RachelArthur
Therearetwoprettysimplerulesforwearabletechtobesuccessfulinmymind,1)does
itlookgood,and2)doesitdosomethingtheintendeduseractuallycaresabout.Forquite
sometime,themajorityofsolutionsouttherefrequentlyfelldownononeofthosetwo
points,ifnotboth.Fortunately,thatsbeginningtochange.Astheindustrybecomesmore
fragmented,theproductsgettingreleasedareseemingevermoreappealing.
Perhapsitsassimpleasthefactthatwithsomanytochoosefrom,thereeventuallyhas
tobesomethingtolike?Eitherway,herearethreenewoneseachofthemadecent
statementfromastyleperspective(nottoooverpoweringintermsoflookinglike
technologybeingthemainthing)andalsoofferingasolutionconsumerswouldconsider
using.Wewontnecessarilyallbefallingoverourselvestopurchasethem,butwemight
bemorelikelytothinkaboutthemthanawatchthatalertsustosocialmediaposts,ora
braceletwithflashingLEDlights.

Tzukuriunloseablesunglasses
FirstupisapairofunloseablesunglassesfromwearabletechnologycompanyTzukuri.
HandmadeinJapan,eachpairisembeddedwiththeworldssmallestsolarpowered
iBeacon.
Asaresult,ifyouleavethembehindsomewhere,youriPhonewillsendyoua
notificationtoalertyou,aswellasshareamapwithyouofthelastlocationsaved.No
surprisetohearasmanyasoneintwopeoplelosetheirsunglasseswithinthefirstyearof
owningapair,sothisonecertainlyhasmassappeal.Thefacttheresnobatterythat
needsreplacingisanotherattractivefactor.
Therearesixdifferentstylestochoosefrom,eachoneinspiredbyiconicfiguresin
historylikeJFK,GraceKellyandTrumanCapote,andavailableinbothblackand
tortoise.Thisdesignfocuswasakeypartofthedevelopmentoftheproduct,accordingto
AllenLiao,Tzukurisproductarchitect.Wearabletechnologyshouldbebeautifuland
instantlyuseful,otherwiseitshouldntexist,hesaid.
Upto1,200pairswereavailablefor$249forpreorderinOctober,withthoseitems
shippinginMarch2015.Thepricewillincreaseto$349thereafter.
Artemissafetyjewelry
Thesecondexampleisalineofsmartjewelrydesignedtoenhancepersonalsafety,called
Artemis.Thememoryofmymotherplacingafloppydisksizedpersonalalarmintomy
handthedayImovedawaytocollegemakesthisabigareaofpotentialforme.
Fortunatelytechnologyhasgotsignificantlysmallersincethen,andaccordinglysohas
theopportunityforit.
CreatedbySense6Design,Artemisisanecklacethatwiththreetapsprovidesinstant
accesstoaprivatesecurityoperatorbywirelesslyconnectingthroughyoursmartphone.
ThatoperatorisabletorecordaudioviathenecklaceandpullinGPSdatatounderstand
theuserswhereabouts,fromtherecontactingthepolice,fireormedicalservicesto
providehelp.Atextmessagecanalsobesenttolovedonessimultaneously.
Accordingtotheteam,thisisdifficulttodobyaccident,andalsohasaneasy
cancellationoption.Chargingthedeviceisassimpleasplacingitonawirelesspadonce
everytwoweeks.
Atthispointthenecklaceisaratherlargependantthatwillbeavailableinsterlingsilver,
whitegoldandgoldatlaunch(startingatretailpriceof$175),aswellasalimitededition
solidpalladiumversionwitha1caratdiamondfor$39,000.Artemisitselfhoweveris
justasmallmoduleheldinatthebackviamagnet.Itsalsoavailablethereforeasjusta

simplecliponversionforyourperson,anddownthelinewillextendintofurtherjewelry
piecesincludingothernecklacesandbraceletsoncetheteamhavegainedmorefunding.
EarOSmartearrings
Healthandfitnessisalreadyacentralfocusforwearabletechnology,butthisisthefirst
pairofearringsenablingitIveseen.TheEarOSmartstudsdetectheartrate,monitor
caloriesandtracktheactivityoftheuserthroughoutthedayandtheydosoinaway
thatlooksfarnicerforwomenthanthechunkywristwearablesoutinthemarket.
Infact,theimagehereisntevennecessarilywhattheearringsneedtolooklike.Users
willbeabletocustomisetheirsthankstoaDIYkitthatcanbeaddedon.Insteadofusing
thesurgicalsteelthatcomesasstandard,youcouldoptforgold,silver,oreventhegems
ofyourchoosing.
Webelieveusersshouldbeabletopersonalizeearringstomatchwiththeiroutfit,sowe
arenotlimitingSmartearringstoonecolorordesign,saysRavinderSaini,thepresident
ofEarOSmart.Thisideaisprettyfundamentaltothefuturesuccessofthewearables
market.Expectinganyonetowearthesamethingdayindayout,whichisnecessaryif
weretrackingactivityafterall,ineffectgoesagainsttheverynatureofwhatfashionis
about.Flexibilityindesignrather,orindeedafuturescenariotohaveentirecollections
embeddedwithtechnologyiswherethemarketneedstomoveifitstoevergainmass
uptakeandcontinueduse.
InEarOSmartscase,aPCBboardof16mmisembedded.ItisPPG
(photoplethysmogram)technologythatmakestheactivitytrackingpossibletheearlobe
isconsideredoneofthebestspotstogetaccuratedataaccordingtothemedical
community,makingitafrequentplacetomonitorheartrateandbloodoxygen.The
earringsconnectwiththeuserssmartphoneusingBluetooth4.0,inorderforthemto
keepontopoftheiractivity.KeepalookoutforthebrandsKickstarterpagedueto
launchnextweek,withtheproductexpectedtofollowinsummer2015.

Elizabeth Holmes/Natalie
BRIEFING
Feb. 24
Introduction
Natalie Tomorrow, Wednesday, at 10:00am you will be meeting with
Elizabeth Holmes from The Wall Street Journal. She is covering a story
on the most stylish wearable tech on the market. Since Rebecca
Minkoffs product is soon to be launched, this is a great opportunity for

us to outshine our competitors. However, it could be risky business in

the sense that Elizabeth could favor others. To ensure this story goes in
a positive direction for our upcoming launch, I have enclosed
background information on the story, Elizabeth and how to approach
the interview. Please let me know if you have any questions or
concerns.
Meeting Goals:

Speak of Rebecca Minkoff as being a leader within this

market, as she is one of the first designers to incorporate
wearable tech into a collection.

Eliminate concerns of acceptance by the mass market,

explaining how this timepiece if beneficialnotifies the
wearer to call and texts on phone and the bracelet doubles
as a USB cable so you are able to charge your mobile
device.

Stretch goal would be that Elizabeth focuses on Rebecca

Minkoffs wearable tech as the best product in the market
based upon the features it offers and its fashion forward
design.

Story Context and Discussion topics:

The sense is that Elizabeth is doing a follow-up story on a

recent article she published about tech companies and
fashion designers collaborating together to create
wearable tech.

After we first showcased our wearable tech this fall on the

Rebecca Minkoff NYFW runway, Elizabeth wrote an article
highlighting our product, its features and price point.

With the upcoming release of this product, we want this

article to hype it up. You will do so by speaking of Rebecca
Minkoff as being one of the first fashion designers to
integrate technology into a collection and how she is
responding to customers needs. Those needs are the
ability to stay connected no matter what the situation may
be.

As Elizabeth reports on fashion, beauty and lifestyle trend

stories, she has written about our product after it was first

showcased to the public. She had a positive outlook on our

product, speaking of how tech companies need designers
to help put the wear in wearables.

As Elizabeth describes it, this story will present an array of

products within the wearable tech industry. She will
compare products based on features, trends, price points,
and aesthetic. While she has highlighted our product
before with a positive outlook, we need to speak of speak
of our collaboration with Chase-Mate and the great deal of
planning and research that took place in order to ensure a
great product is being presented to the market.

Interviews: Per Elizabeths request, her story is based on

the 30 minutes she has with you and other brands,
designers or companies. While she will not mention who
else will be featured in the story, she has discussed the
outline of the story as being an image of each product with
a detailed description of each. While she made it seem as
though she will not put any influence into the descriptions,
we want to ensure our product stands out from our
competitors.

Your role: As I mention above, we need to hype up this

story, as our launch is right around the corner. To do so, we
need to give descriptive details of the key features and
give comparisons of how our product differs from
competitors. Those being:
o The gold chain-link bracelet, embodied with a silver
bar and pyramid studs that connects with your phone
via Bluetooth and alerts you by lighting up when a
text or phone call is coming through. (You can put
your phone away, yet still be in touch)
o The bracelet contains a leather strap and a clasp
with a hidden USB cord, which will charge and sync
your phone on-the-go.
o Both beautiful and high functional at an affordable
price.

Approach Notes:
Elizabeth is someone who writes largely on trend reports in
fashion, with a primary focus on technology. She is

extremely detail-oriented and very descriptive of products

discussed.

She approaches stories from a retail perspective more than

a technology perspective. She is often concerned with
understanding customers needs and how the public will
perceive a new product.

Elizabeth has expressed interest in the wearable tech

industry collaborating with fashion designers and has a
positive outlook on this industry.. As we are one of the first
to incorporate this product into a collection, speak of the
value this adds to ones life.

While I am sure Elizabeth will compare us to products of

tech-giants, such as Apple, highlight on the fact that this
wearable tech is subtle, and its appearance is more like a
bracelet than a high-tech product. Yet, it still remains
highly functional at a price point that is less than half the
cost of most of our competitors products.

Appendix/Data:
If you would like to have some data on hand to speak of, below are a
few bullet points that highlight Rebecca Minkoffs wearable tech in
comparison to our competitors

Rebecca Minkoff wearable tech will cost $120 and the charging
bracelet will cost $60 (affordable, yet highly functional)
Apples wearable tech products start at $349
71% of 16 to 24-year-olds want wearable tech. Our product is
designed with these people in mind.

Relevant Stories:

Tech Companies and Fashion Designers Try to

Put the 'Wear' in 'Wearables'
Samsung, Intel, GoPro Are Amping Up Their Presence at New York
Fashion Week
By: Elizabeth Holmes

Thankstosmartwatches,fitnessbraceletsandotherformsofwearabletech,gianttech
brands,suchasSamsung005930.SE+0.46%andIntel,INTC0.52%haveampedup
theirpresenceatNewYorkFashionWeek.

Meanwhile,thefashionworld'sinterestinwearabledeviceswentfromhohumto"I'm
listening,"withthelaunchofAppleInc.AAPL0.10%'sAppleWatch.
Techcompaniesneeddesignerstohelpputthe"wear"inwearableswhich,evenmore
thancellphones,areaformofpersonalexpression,likeahandbag,techexecutivessay.
Theindustryisreachingoutforthedesignsavvythatwillhelpmovethenewdevices
beyondearlyadoptersandfitnessfanaticstomassappeal.
"Wedesperatelyneedthefashionindustry,"saidAyseIldeniz,vicepresidentofthenew
devicesgroupatIntelCorp.,whichunveileditswearablecollaborationwiththefashion
labelOpeningCeremonyapairofsnakeskinsmartbraceletswithsemipreciousstones
thatreceivenotificationsandsendalerts,tobesoldatBarneysNewYork.
"Thefashionindustryunderstandstheaestheticsense,butalsoitisverymuchintune
withwhyawomanwouldwearsomethingonherbody,"Ms.Ildenizsaid.
Asshoppersspendmoredisposableincomeondigitaldevices,thefashionindustryis
battlingtoholdontoitsshareoftheirwallets.Thewearablesmarkethasbigdollar
potential:CowenandCo.estimatesitwillgrowto$170billionby2020.
"Ourcustomerwantsthistechnology,"saysdesignerRebeccaMinkoff,whohas
partneredwithCaseMate,amobileaccessoriesfirm,ontwowearabledevices.A$120
chainlink,studdedbraceletalertswearerstocallsandtextsviaBluetoothconnection.A
$60blackleatherbraceletisaUSBchargingdevice.AmodelinMs.Minkoff'sSpring
2015showworeboth.
"Ifwearegoingtogetintothis,it'sgoingtobefashionfirst,"Ms.Minkoffsaid.
ForitsrunwayshowMonday,Rag&BonemadeacustompouchtoholdaGoProGPRO
+2.36%camera,thesmall,highdefinitionvideocamfirstpopularamongathletes.
Rag&BonealsoperchedthreedozenGoProsaroundthevenue,includingbackstageand
onthecementpolesliningtherunway,toshoottheactionfromnewandunfamiliar
angles.
MarcusWainwright,oneofthelabel'stwomanagingpartnerssaidhehasusedaGoPro
whileskiingandthought,"Theycapturesomuch,whyhaven'ttheybeenusedinashow
capacity?"
Puttingwearabledevicesontherunwayisanattempttochangetheirpositioningfaraway
thetraditionaltechspotlight.Ms.Minkoffsaysherpieces"doubleasabracelet."
ToryBurch'scollaborationwithFitbit,announcedthissummer,billsitsbraceletand

pendantnecklaceasa"superchicaccessory."
Intelprefersnottocallitssnakeskinproducta"wearable,"butrathera"MICA,"shortfor
"myintelligentcommunicationaccessory,"anddescribeditinthereleaseasa"feminine
accessory."

TheSamsungGalaxyloungeatNewYorkFashionWeekSamsung
Manymembersofthefashionworldremainskeptical."Theproblemwithtechnologyis
it'sabitcold.It'sabitsharp,"saidCarineRoitfeld,editorinchiefofCRFashionBook
andglobalfashiondirectoratHarper'sBazaar.
Ms.Roitfeld'scommentscameinapaneldiscussionhostedSaturdaybySamsung
ElectronicsCo.andtoutedasa"TechxFashionTalk."
Onstage,inahighceilingedballroomatthetonyParkHyattNewYork,Ms.Roitfeld
remainedunconvinced.Lookingatoneofthepanelists,YoungheeLee,globalexecutive
vicepresidentofglobalmarketingforSamsung,whowaswearingaSwarovskicrystal
encrustedSamsungGearSsmartwatch,Ms.Roitfeldsaid,"I'mnotsureIwouldliketo
wearthebraceletthatyouarewearing."
Inaninterviewafterthepanel,Mr.NuksaidMs.Roitfeld'scommentsmadehimthink:
"Howcantechbesoftandwarm?"
Naysayersaretalkingabouttheproducts,Mr.Nuksaid,keepingtheconversationgoing.
"There'shugepotential.AndIthinkfashionisthekey."
SamsunghasanelaboratespaceinthelobbyoftheLincolnCenterfashionweektents,
whereithasofferedhandsonpreviewsofnewproductsaswellasmanicures.Afterall,
bothphonesandwearablesdrawattentiontoone'shands.
Samsung'slatestcollaboration,alineofcustomleatherbandsfortheGearSsmartwatch
withDieselBlackGold,appearedontherunwayTuesday.

IntelCEOBrianKrzanichwithmodelKarlieKlossbackstageattheOpeningCeremony
showattheMetropolitanOperainNewYorkIntel
"Forabrandtobedesired,theinfluenceofinfluencersinfashionisessential,"Samsung's
Ms.Leesaid.
IntelhadasoughtafterpartnerinOpeningCeremony.Ratherthanatraditionalrunway
show,thebrandstagedaoneactplaybyJonahHillandSpikeJonzeattheMetropolitan
Operawithacastclothedinthenewcollection.TheMICAsmartbraceletwasasubtle

feature,addedtoamodel'swristinasceneaboutmakinganensemblelookless
"normal."
"Itwasoneofmyproudestmoments,"saidIntelChiefExecutiveBrianKrzanich,who
watchedtheplayfromthefrontrowandthenjoinedtheaudienceonstageafterwardfora
closerlookatthecollection.Cladinawhitebuttondownshirt,slightlywrinkledkhakis
andablackbeltandshoes,hegamelyposedforphotos,beamingwhilestandingnextto
modelKarlieKloss,whowaspartoftheplay."Idon'tthinkthetechworldwouldever
haveashowlikethis,"hesaid.
AlthoughIntel'searlierattemptsatwearablesfunctionedwell,theylackedvisualappeal,
hesaid."ButwhenweworkedwithOpeningCeremony,allofasuddentheyare
beautiful,"headded.

DesignerRebeccaMinkoffsNewStoresHave
TouchScreensforanOnlineShoppingExperience
WithStoreTechnologyFromeBay,CustomersTryonMore,andthe
DesignerTracksWhatTheyBuyandLeaveBehind
By:ElizabethHolmes

Whatifclothingboutiquesweremorelikewebsites,rememberingeverythingyouve
triedon,passedoverorpurchasedandlettingyousubmitrequestsviaatouchscreen?
DesignerRebeccaMinkoffisopeningtwostoresthismonthinNewYorkandSan
Franciscothataimtodothatandmore.Eachlocationwillfeatureanoversizescreen,
wherecustomerscanbrowsemerchandiseorrequestitemsinspecificsizestotryon.The
storewilltextshopperswhentheirfittingroomisavailable.Andinsidethefittingroom,a
touchscreenmirrorcanbeusedtorequestmoreitemsoraskforassistance.
Merchandisetagsequippedwithradiofrequencyidentification(RFID)technologytrack
whichitemscustomerstryon,andprovidethestorewithaprecise,realtimeviewof
inventory.Meanwhile,employeesuseiPadstohandleshoppersrequestsandcheckout
fromanywhereinthestore.ThestoresareMs.Minkoffsfirst,andthetechnologyis
poweredbyeBayInc.
Thisisanewshopper,saysUriMinkoff,chiefexecutiveandcofounderofthe
company,andthedesignersbrother.Thestorestookaproblemsolutionapproachto
technology,hesaid.Whatwouldbetheidealwayofshoppingthatwouldtakeawaythe
painpoints?

Techofferingsareevolvingatotherfashionbrands,instoresfromBurberryand
Bloomingdales.Meanwhile,onlinefirstbrandsarestartingtoopenphysicallocations:
AmazonsannouncementlastmonththatitwillopenastoreinNewYorkisatestament
tothestayingpowerofbricksandmortarretail.
Retailsonlineandofflineworldsarecollidingontheeveoftheevercriticalholiday
season.Shoppersplantospendabouthalfoftheirholidaybudgetsinstores,accordingto
Deloittes2014HolidayShoppingSurvey.
PeoplewhoshopviatheWeb,mobileandinstoreareknownintheindustryas
omnichannelcustomersandareespeciallyvalued.Theyareexpectedspendanaverage
of$592ongiftsthisseason66%morethanshopperswhoshoponlyinstores,the
Deloittesurveyfound.
Whenstoresfirstadoptedtechnology,itwasmainlytosurpriseandentertainshoppers.
BurberrysflagshipstoreonRegentStreetinLondon,whichopenedin2012,showcases
runwayfootageandbrandedcontentonascreennearlytwostorieshigh.WithRFIDtag
technology,shopperscanplaceanitems,suchasahandbag,onapedestaltocuevideoof
thatitem.
Thenextwaveofinstoretechnologyisworkingharder.Bloomingdales,MacysInc.s
highenddivision,openedanewPaloAlto,Calif.,locationlastmonthwithcommunal
phonechargingstationsandiPadsinthefittingrooms.Asalesemployeebringinga
shoppertoaroomwillenterbothoftheirnames,andscantheitems.Frominsidethe
fittingroom,ashoppercanusetheiPadtorequestdifferentitemsoraskforassistance.In
addition,eachstoreemployeecarriesaniPodTouch,wheretheycanlookupinventory
andcompleteasale.
Thetechnologyistakingtimetocatchonwithshoppers.Youhavethecustomerhabitof
goingtoapointofsalecounterandstandingtherewaitingforservice,saysAnne
Bridges,seniorvicepresidentofomnichanneltechnologyandcustomerexperienceat
Bloomingdales.Butwhenthestaffisroamingthestorewithdevices,shesays,theyare
notbehindthecounter.
Ms.MinkoffandeBayhopetheirtechnologywillautomatetheprocessandprovidereal
timeinsightintoshopperspurchasingintentions.The33yearolddesignerlaunchedher
brandwithhandbagsin2005andaddedapparelin2009.Withsocialmediasavvyand
pricesaround$325,shehasdevelopedafollowingamongwomenintheir20sand30s.
Ifeltliketherewasalotmissingfromretailstores,Ms.Minkoffsays.Asashopper,
oneofherbiggestpetpeevesisgettinghelpinafittingroom.Beinghalfnakedand
havingtohopethatsomeoneseesyouwhenyoupopyourheadout,thatsneverbeena

funexperience,shesays.
HercompanypairedupwitheBayInc.in2011whenitbeganusingeBaysMagentoe
commerceplatform.Theyworkedtogetherlastholidayseasononadigitalstorefront
projectinSanFrancisco.
EBayInc.sretailinnovationteam,whichisseparatefromitsmarketplaceandPayPal
units,developedthetechnologyfortheMinkoffstores,andthedesignerpaysalicensing
fee.ThestoresareachanceforeBaytogetafootholdinthebricksandmortarworld,
wherethevastmajorityofretailsalesstilltakeplace.SteveYankovich,eBayInc.vice
presidentofinnovationandnewventures,sayswhileshoppinginstoresisntgoingaway,
whatitlookslike,howbigitisandwhatsinsidethosedoorsisdefinitelygoingto
change.
Underlyingthenewtechnologyisapremiseofecommerceknownasthefunnelformula,
wherelotsofshoppersenteratthetopandnarrowinnumbertothefewwhopurchase
something.Therearecriticalmomentswheretheyaregoingtobuysomething,orthey
aregoingtoleave,saysHealeyCypher,headofretailinnovationateBayInc.Were
applyingthatexactsamelogictothephysicalworld.
AtthefirstRebeccaMinkoffstore,settoopenSaturdayinNewYorksSoHo
neighborhood,shopperscanbrowseandbuyasatanyotherstore.Iftheywanta
connectedexperience,theystartbycheckinginwiththePayPalappontheirphone,
whichsendsanalerttostoreemployees.
Justinsidethefrontdoorisaconnectedwall,a122inchultrahighdefinitiondisplay
screenshowingphotos,runwayfootageandacalltoactionfromthedesigner(Tapto
seemyfavoritelooks).Shopperscanselectitemstotryonand,inexchangeforaphone
number,theygetatextalertwhenafittingroomisready.
Infraredsensorsintheceilingkeeptabsonhowpeoplerespondtothewall.When
someoneapproachesandsquarelyfacesthewall,thatsignalsstrongengagement.Data
gleanedfromthesensorsrevealwhichimagesaremosteffectiveandatwhichtimeof
day.Onehypothesis:Imagesrotatedquicklycoulddobetteratlunchtime,whenshoppers
aremoretimepressed,eBaysays.TheMinkoffandeBayteamsmonitorresultsandcan
respondquickly.
Inthefittingrooms,anantennainthelightfixturereadsRFIDtagsinmerchandise
broughttotheroom,andimagesautomaticallyappearonthemirror,whichdoublesasa
touchscreen.Itsuggestsotherclothesoraccessoriesthatpairwellwithwhatthe
customeristryingon.

AnemployeecanhelpshopperscheckoutfromthefittingroomviaPayPalortraditional
paymethods.Shopperscanalsoenteraphonenumberandgetalinktothingstheytried
on,sotheycanbuylateronline.
Theconnectedfittingroomtellsthestorenotonlywhatshoppersbought,butalsowhat
theyleftbehind.Thatopensthedoortoafollowup,suchasanalertwhensomethinga
shoppertriedonrunslowinstock.Itsaboutcapturingdatayouusuallylose,Mr.
Cyphersays.