At a time when many retail organizations are favoring e-commerce and cutting back on store locations, the upscale fashion retailer Rebecca Minkoff is on the cutting edge of brick-andmortar retailing. The New York–based firm was cofounded by designer Rebecca Minkoff and her brother, Uri Minkoff, who has a background in software. She kicked off her design career in 2001 with a line of women’s apparel, followed by a line of stylish handbags that made her name in the fashion world.

Today, Rebecca Minkoff is the creative force behind the branded clothing, watches, and other accessories sold in her stores, while her brother concentrates on the retail side of the business, overseeing both the stores and the e-commerce operation. The company has opened Rebecca Minkoff stores in New York City, Chicago, Los Angeles, and San Francisco, plus nine stores overseas. To reach a wider audience, the designer also wholesales her products to dozens of department stores for resale worldwide.

Questions for Discussion

1. What role does technology such as customer-controlled lighting in fitting rooms play in the store image of Rebecca Minkoff

2. What are the advantages and disadvantages of Rebecca Minkoff operating its own stores and e-commerce business as well as selling products wholesale to hundreds of other retailers

3. Would you recommend that Rebecca Minkoff test direct selling through at-home consultants? Explain your answer