Rebecca Minkoff's new flagship store in SoHo is a digital shopping experience on steroids. Upon entering the store there is a gigantic touch screen doubling as a mirror, the customer can browse the lookbook, find a specific item, and better yet, order a complimentary beverage by entering (and confirming) their phone number.
The combination of digital shopping and physically trying on clothes is well executed throughout the store. Clients can select clothes that they want to try on by using the touch screen, and will receive a text message when a fitting room is ready with all the selected pieces. Of course while she browses the store she can also pick out clothes she likes and take to a fitting room, each clothing piece has a RFID tag that triggers a sensor in the fitting room, and the details of that item of clothing (other colors, size, accessories to go with it...) will appear on the smart mirror/touch screen in that fitting room. She can also request different sizes or additional clothes and have a sales associate bring them to her. If she is not sure of making the purchase that day; she can save a record of the selection in her record. In the near future there will be a Rebecca Minkoff app which integrates with this digital store experience.