c2b - iac communication model for rebecca minkoff

#YourChoice

Rebecca Minkoff Statement

You. Isn’t that what the fashion industry should be all about? I feel that a lot of brands are forgetting about this crucial element called the consumer that has become more impor-tant than ever in the fashion industry. We make our products for you. But when have we stopped listening to what you want? Surely, brands (including myself) are using a variety of different approaches and strategies in order to understand your wants & desires. But within this fast paced industry and the availability of unlimited access to new information

on a constant bases, it has become extremely difficult to filter through the noise.

This is where I want to do things differently, and we need your help.

For our Spring Summer 2017 we would like to introduce a campaign that will be shaped with your involvement. The #YourChoice campaign will be all about your choice and fo-cuses on the choice, involvement and communication provided by you. Through the ac-tive participation within discussion panels, the sharing of #YourChoice(s) on Instagram,

the battle of the screen shots on Snapchat and viewing exciting content on our #YourChoiceTV , you will be able to advise me and the team on what it is that you would

like to see this summer.

Just as our two previous fashion shows, this collection will be instantly shop-able. Be-sides being involved throughout the entire campaign process, you will also be able to

directly purchase the items you advised on once they hit the runway. How unbelievably exciting!

The creative process will start soon, and we will keep you guys informed on all of our platforms. And when I say every platform, I mean E-V-E-R-Y. Facebook, Instagram,

Snapchat, Website, RM App to name just a few, and will be updated daily to ensure you are not missing out on #YourChoice. All that is left to do now is for you to participate and

help create our best collection yet. Stay tuned for more information.

Press Release

NEW YORK, UNITED STATES - Rebecca Minkoff has always had a cutting edge approach to-wards implementing innovative ideas within every aspect of her brand, being an industry leader within the accessible luxury and wearable technology environment. Always keeping the millenni-al consumer in mind, the brand recognizes that times have changed and consumers demand a different experience.

The introduction of the brand’s #SeeBuyWear Spring Summer 2016 collection last February, set footmarks for a new fashion system that allows consumers to shop collections the moment prod-ucts hit the runway. Rebecca Minkoff explains why this approach was needed:

“Fashion week is broken. With the emergence of technology and social me-dia, the traditional fashion week is simply behind schedule, and that needs to change. I’ve always tried to listen to what consumers need in terms of

clothing and accessories and address those needs in my designs. And when I see first-hand that they’re frustrated—I’m frustrated, too”

Rebecca Minkoff takes it a step further by introducing the brand’s Spring Summer 2017 #Your-Choice campaign based on a newly designed C2B – IAC communication model. The involve-ment, advice and communication provided by the consumer is a key differentiation from this model to any other; advice will be taken into account rather than opinion.

With the #YourChoice launch in September 2017, Rebecca Minkoff encourages consumers to participate within the interactive, 360 degrees, Omni-channel approach towards the campaign. #YourChoice engages consumers to advise on all stages of the design process, whilst the brand uses informative and interesting content that can be shared and communicated to a wider audi-ence. Through a variety of social media platforms and the incorporated advise of the consumer, the brand aims to produce products that meet the wants and needs of their audience.

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73 COMMENTS

BY BRITT MANSVELDJUNE 4, 2016 09:32

BREAKING

Rebecca Minkoff to launch #YourChoice Campaign that puts consumers first

C2B - IAC Model

C2BCONSUMER BUSINESSHOW

INVOLVEMENTASKED BY THE BUSINESS TO

INFORM AND PROVIDE IMPROVED CONCEPTS FOR PRODUCTS OR SERVICES

BUSINESS GAINS RELEVANT FEEDBACK TO

CREATE DESIRED PRODUCTS OR SERVICES

BUSINESS GATHERS DATA INSIGHT FROM RETRIEVED FEEDBACK, AND

SHARES FINDINGS WITH THE CONSUMER

ANALYSE SALES, CONSUMER PURCHASING BEHAVIOUR AND

CONSUMER FEEDBACK

CONSUMER SHARING WANTS, NEEDS, ASPIRATIONS AND

PREFERENCES

COMMUNICATE PRODUCT THROUGH RETAIL PLATFORMS

TO THE CONSUMER

ADVISE

COMMUNICATIONS

IAC MODEL

PRODUCT PURCHASE

Rebecca Minkoff C2B - IAC Model

CONSUMER BUSINESSHOW

INVOLVEMENT

• RM asks audience on Facebook, Instagram and Snapchat to help creating products for SS17

• Consumers are engaged to be involved within the process to ensure valuable products that cover their needs and wants

• RM receives feedback from the various platforms • RM starts process of production • RM continues to communicate with the consumer whilst using the RM App to show data

• RM analyses the consumer purchasing behaviour

• RM responds to given feedback• RM announces new trends for next

collection

• Consumers are advising on trends to inform the design process

• Consumers actively participate on all platforms to ensure their advise is taken into account in order to create the best results

• RM receives the data• RM analyses the data• RM implements the data• RM shares the data with consumers

• RM uses both online and offline platforms to communicate the end products through the #YourChoice campaign

ADVISE

COMMUNICATIONS

C2B - IAC Model

PRODUCT PURCHASE

Website

#YourChoice

#MyChoice

Trending

YourChoice TV

YourChoice App

#MyChoice

#MyChoice

#StaceysChoice

#HotAndHappening

@StaceyJohnson

Rebecca Minkoff YourChoice TV Episode 4

Episode 4: Rebecca Minkoff in search for the best silhouettes in collaboration with

#YourChoice TV

On this episode of #YourChoiceTV we find Rebecca Minkoff at the WGSN headquarters in New York. She meets up with Sarah Anderson, trend analyst, and they discuss the latest silhouette trends for SS17. Click on the silhouette images within the video, and find interesting content as to where the trend comes from. Help us out and share your favourite silhouette on Instagram using the #YourChoiceShapeSilhouette

Published on 14 November 2016

6:08 / 7:53

#YourChoiceTV

Click to find out more about this silhouette

5.32

8.49

7.15

#YourChoiceAccessory | Trends

#MyChoice | Interview

#YourChoiceColor | Trends

Digital Billboard

YourChoice

Rebecca Minkoff: #YourChoice campaign @rebeccaminkoff

120 posts 200K followers 572 following

FOLLOW

#YourChoice

YourChoice ...#YourChoice

YourChoice We are excited to announce a new episode for #YourChoiceTV in which we discuss color and their different meaning with @janekletnerdev. Stay tuned! #YourChoice #YourChoiceTV #Interview #SpreadTheWord

YourChoice ...YourChoice ... #YourChoice#YourChoice


YourChoice Have you seen our latest Snapstory yet? Head to our Snapchat and join the battle of the screenshots! Share your screenshot using the #YourChoice. We are personally obsessed with this item! Love love love the input you guys are giving! #YourChoice #Vibes #SS17 #YourProduct #OnFleek#YourChoice

Facebook

#YourChoice #YourChoice

Instagram Feed Instagram Feed

Snapchat @rebeccaminkoff Snapchat @rebeccaminkoff

RM #YourChoice APP RM #YourChoice APP

Don’t miss out on the good stuff! Visit the RM LA store on the 18th of November and join the #YourChoice discussion panel. Not able to move your feet? Don’t worry. Stay put and tune in while we live stream the whole thing for you. You just need to join the conversation and leave your comments.

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Follow us on Snapchat (@rebeccaminkoff) and join the battle of the screen shots! Screen shot your favourite piece and... let us hear #YourVoice and tell us #YourChoice by uploading the image on Instagram. Have a look on our website because there will be a constant stream of Instagram images, so big chance yours will be running across the screen ;P



YourChoice Have you seen our latest Snapstory yet? Head to our Snapchat and join the battle of the screenshots! Share your screenshot using the #YourChoice. We are personally obsessed with this item! Love love love the input you guys are giving! #YourChoice #Vibes #SS17 #YourProduct #OnFleek





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#YourChoice15.02.2017

Who works hard gets to play harder, and trust me, you don’t want to miss out on this one! Stay tuned and watch the revealing of YOUR SS17 fashion show on the live stream available on our website, App, in-store, digital billboards, and of course in the link below. Enjoy!

It’s over. It’s done. And we couldn’t be more happy. Thank you for such an amazing new experience. The existence of this collection is all because of YOU! Visit one of our flagship stores to be part of an amazing experience in our virtual fitting room. Let us know what you guys thought of the campaign by interacting with a variety of tools on the screen. Touch, click and enjoy! And... don’t leave before taking your gift!

Instagram

YourChoice

Rebecca Minkoff: #YourChoice campaign @rebeccaminkoff

120 posts 200K followers 572 following

FOLLOW

#YourChoice

YourChoice ...#YourChoice



YourChoice Absolutley love all the #Selfies you guys are submitting as part of the #MyChoice competition! Keep sending us more and we will choose a winner within the following 2 weeks! #YourChoice #MyChoice #BreakTheRules #InItToWinIt #Instafamous #Slay #Regram @emily_luciano


SnapchatSnap Story 1

Hi Guys, We needYOUR advise! Find

out whatRebecca has to

say...

Let the Screen shot game begin!Choose your

favorite trend andmark the

beginning of an exciting collection! #Trend 1

Light romance

#Trend 2Unveiled Shapes

#Trend 3Urban Native

#Trend 4Graphic Storm

#Trend 5On the Edge

#Trend 6 Shining Beauty

Curious what’s it gonna be?

Check out the results on the RM App later

this week!

??

SnapchatSnap Story 2

We are back! You

guys ready?

Behind the scenes whilstincorporating YOUR advise. Head toour #YourChoiceTV channel to find

out what we have been up to!

Me and the teamhad a blast this

week whilst readingYOUR feedback

Print & Color optionsbased on YOUR input

from last week

Go on then!Screen shot

YOUR favorite items to help

us out! Based on YOUR advise

Yay or Nay?

Fringe Yayor

Fring Nay?Like this style?

Yay = ScreenshotNay = Next

Boho Style Top

Lace Ensamble

Share YOUR favorite looks on Instagram

using the #YourChoice

to get the conversation

started

Thanx Guys

Check out theresults on the RM App later

this week!

Stay tuned!!!

And don’t

forget to drop

by our LA store

next week to

join the discussion

panel!

Snapchat Geo Filter

#YourChoiceSS17

#YourChoiceSS17

#YourChoiceSS17

#YourChoiceSS17

#YourChoice Store Event #YourChoice Store Event#YourChoice Store Event #YourChoice Store Event

Instagram Facebook Snapchat #YourChoice TVAds Store

#YourChoice


#YourChoice

Trending

Got that FOMO (a.k.a Fear Of Missing Out)? Well don’t! Make sure to follow us on Facebook where we will keep you updated on all that is #Trending #YourChoice #Campaign #HotAndHappening on all our social networks. Also, keep an eye on our page as we will announce the winners of the competition and share other important information in regards to any upcoming events!





Don’t miss out on the good stuff! Visit the RM LA store on the 18th of November and join the #YourChoice discussion panel. Not able to move your feet? Don’t worry. Stay put and tune in while we live stream the whole thing for you. You just need to join the conversation and leave your comments.

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Follow us on Snapchat (@rebeccaminkoff) and join the battle of the screen shots! Screen shot your favourite piece and... let us hear #YourVoice and tell us #YourChoice by uploading the image on Instagram. Have a look on our website because there will be a constant stream of Instagram images, so big chance yours will be running across the screen ;P




FOMO


#YourChoice


#MyChoice

Hi guys! Another week means another favourite item chosen by YOU! We cannot begin to say how much we appreciate your commitment within this amazing process towards our new collection! We absolutely love to hear your advise and read the feedback you guys are given on Instagram. It helps us so much to create a collection full of items that are wanted by so many of you. The graphic shows the results from last weeks Snapchat story. As you can see we will be focussing on the lace ensamble and have incorporated your feedback from Instagram! Wanna have a laugh and see what’s going on backstage? Go follow RM on Snapchat to stay up to date on the latest campaign developments, and join the battle of the screen shots to show us #YourChoice

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MBLE

BOHO

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BAG

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SHOE

Discover the favourite items of the winners from our #MyChoice competition! Have a look below at the 360 advertisement that will give you an amazing experience and a behind the scenes look at the photo shoot. Head to our #YourChoiceTV youtube channel to see the interviews with the winners, and find out what their favourite item of the collection is so far!

Data 360


#YourChoice


#YourChoiceTV

#YourChoice

Follow Rebecca Minkoff in a series of episodes where she will show you anything you need to know about trends, colour options, silhouettes etc. Get intrigued and excited by the various company visits and interviews with the most amazing industry specialists! Head to our #YourChoiceTV youtube channel and subscribe to ensure you won’t miss out on anything! Watch Episode 4 below:

Tune in on the live stream in order to join the discussion panel being held in our brands flagship stores located in Los Angeles, New York and San Francisco. Rebecca Minkoff would like to hear your advise on the products that have been developed so far, and what you guys think of your involvement within this exciting process! For more information on the dates of the discussion panel head to our Facebook page!

Event Episodes

Episode 4

Mood Sensing

Engagement 63%

Interest 85%

Enthusiasm 78%

Recognition 82%

Expressiveness 54%

#YourChoiceSocial Media

Store

Advertising

Results

#YourChoice

Name: Lucy Smith

Age: 23

Occupation: Communication Student

Brow Raise

Lip Depressor

c2b - iac communication model for rebecca minkoff

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