Our Consumers Choose Us: Rebecca Minkoff Millennial fashion designer says

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Rebecca Minkoff

She’s a millennial, designing for a millennial.

Rebecca Minkoff calls her eponymous company the largest global brand in fashion with a designer the same age and sex as her main consumers.

 “I’m going through the same life moments that my exact customer is going through,” Minkoff told CNN’s Poppy Harlow in a new Boss Files podcast. “If she’s on the younger side of the millennial, then I know what she’s about to go through. I’m so much closer to it than someone who might be older and kind of designed for a different generation.”

She’s disrupting the fashion industry, merging tech with fashion, and building her company with her brother, Uri Minkoff.

Minkoff, 36, leaned on her brother for support, after being turned down from her father, when she launched the company in 2001.

“I was at that point where I was like, ‘I can’t fund this with my odd jobs anymore.’ I was a stylist as well. And so that is when I called my father, and I said. ‘I finally am on to something. I’ve got real orders, there’s a heat behind this. Will you help me?’ And he said, ‘no, but try your brother,'” Minkoff said.

Minkoff wasn’t an overnight success. She said it was a major challenge to get recognized in the industry, which she has described as a “dictatorship.”

“I think that when we first started out, there were 10 key buyers, 10 key editors, and if they deemed you the right designer, the most talented, then you became part of the circle,” Minkoff said. “I think that we’re here because of our consumer, our consumer chose us. I began to talk to her online when no one else would.”

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