“I really wanted to take away the most painful parts of shopping in a brick-and-mortar,” said Rebecca Minkoff at a party held at Hedge Gallery celebrating the forthcoming launch of her new flagship shop in San Francisco on Wednesday, November 19. “Whether you’re standing in line for a dressing room juggling all of your items, shopping for a cocktail dress in broad daylight, or you’re naked in the fitting room trying to find a sales associate to exchange a size… who wants to do any of that?!” The Manhattan-based ready-to-wear designer was in town to fete the launch of her boutique opening later this winter on Fillmore Street in Pacific Heights. Modeled after the brand’s Soho location, Minkoff’s San Francisco shop will partner with eBay Inc. to offer an interactive shopping experience with new retail technology. Highlights of the store include what Minkoff calls a “connected wall” where users can digitally view and select their preferred looks, as well as personalized fitting rooms, a mobile app, and a new e-commerce site. “We see a woman who either wants to shop as efficiently as possible, or wants to truly have a VIP experience,” said Rebecca Minkoff Co-founder and CEO Uri Minkoff. “This store has been built with technological efficiencies to help her achieve either of those goals,” he added.

By Jennifer McCullum

Pictured: Rebecca Minkoff
Photo by: Drew Altizer