Rebecca Minkoff hopes her new European-exclusive products will help increase her popularity in the continent.
The American designer launched her namesake brand in 2001 with a five-piece collection, including a reimagining of the iconic I Love New York T-shirt which caught the media’s attention, but recently moved away from the U.S. by making her European store debut in Venice, Italy.
She also targeted London, where a range of exclusive bag styles have been launched for the likes of her British customers, and Minkoff intends to cement a “special” relationship between her fashion house and overseas nations.
“We have really beautifully made products exclusive to Europe,” the 37-year-old told WWD. “We have a great business with (luxury department stores) Selfridges and Fenwick. We’re just continuing to take everything we’ve done that’s amazing in the States and bring it to Europe — but more special and more exclusive.”
The London specific bag styles include cross-bodies, mini messengers, cameras and clutches in shades of sapphire, clementine and sky blue. Prices range from $267 (£200) to $534 (£400) and all items can be purchased from Selfridges, Fenwick and Coggles.com.
Minkoff added that she would eventually like Europe to become 20 per cent of her business, while it now accounts for five per cent, and sees many similarities between the U.K. capital and her American home.
“London is a city that’s much like New York,” she smiled. “It’s a global city and it has local people, but also international tourism. For us, it’s another sort of stronghold that the rest of the world looks to for fashion, so we really want to have a large presence. We have and do it different than in the States because we are so large there, so we want to make it special and thoughtful.”
Minkoff is also targeting business in China, and shared that she will launch a podcast in September in a new effort to connect with customers.
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