The Rebecca Minkoff brand has been a tremendous success within the affordable luxury segment and has expanded from handbags to accessories, footwear and jewellery. The brand philosophy can be best described as the delivery of high quality products with a subtle edgy twist, whilst focusing on implementing innovative technology for the downtown romantic, and is widely known amongst its targeting audience; the millennial consumer. Rebecca Minkoff is highly innovative when it comes to integrating technology within both their products and marketing strategy, and was one of the first to recognize the importance of social media as a platform to communicate with their audience. In an early stage the brand asked for feedback on their products on social media platforms in order to understand what worked and what didn’t. However, recent developments within consumer behaviour show that consumers are demanding for an even higher brand engagement and the ability to co-create, which are not integrated within the communication models that are currently available. The communication models that have been adopted by the industry and are integrated within the marketing strategies are B2B and B2C, where focus lays on businesses communicating to other businesses and to end consumers. However, fact remains that with the demands of today’s consumer, opportunity rises to introduce a communication system that allows this audience to guide a business/brand as to improvements in both its products and marketing strategy. I therefore aim to introduce the C2B model that will enhance the Rebecca Minkoff business strategy and strengthens the brand promise and philosophy. The C2B strategy will focus on the way consumers communicate their wants and needs to the brand, with the aim to create products that are desirable and meet the standards of the audience, before the products actually hit the stores. The consumer becomes the advisor, and this way they will be highly involved within the process. The key element of this system will focus on converting the feedback given by consumers into viable data, which can be analyzed and transformed into optimized decision making for the Rebecca Minkoff brand during the design and production process. The voice of the consumer will become decisive, and will also influence and shape the way Rebecca Minkoff will promote and market its products.

1. #YourChoice

2. Rebecca Minkoff Statement

3. 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.

4. Press Release

5. 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.
852 SHARES
73 COMMENTS
BY BRITT MANSVELD
JUNE 4, 2016 09:32
BREAKING
Rebecca Minkoff to launch #YourChoice
Campaign that puts consumers first

6. C2B - IAC Model

7. C2B
CONSUMER BUSINESSHOW
INVOLVEMENT
ASKED 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

8. Rebecca Minkoff
C2B - IAC Model

9. 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

10. Website

11. #YourChoice
#MyChoice
Trending
YourChoice TV
YourChoice App

12. #MyChoice
#MyChoice
#StaceysChoice
#HotAndHappening
@StaceyJohnson

13. Video

14. 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

15. Digital Billboard

16. YourChoice
Rebecca Minkoff: #YourChoice campaign @rebeccaminkoff
120 posts 200K followers 572 following
FOLLOW
#YourChoice
YourChoice ...#YourChoice
YourChoice ...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 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

18. Facebook

19. #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.
354 124
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 ...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 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

20. #YourChoice #YourChoice
Instagram Feed Instagram Feed
Snapchat @rebeccaminkoff Snapchat @rebeccaminkoff
RM #YourChoice APP RM #YourChoice APP
364 210
#YourChoice
15.02.2017
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!

21. Instagram

22. 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

23. YourChoice ...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
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

24. Snapchat
Snap Story 1

25. Hi Guys, We need
YOUR advise! Find
out what
Rebecca has to
say...
Let the
Screen shot
game begin!
Choose your
favorite
trend and
mark the
beginning of
an exciting
collection!
#Trend 1
Light romance

26. #Trend 2
Unveiled Shapes
#Trend 3
Urban Native
#Trend 4
Graphic Storm

27. #Trend 5
On the Edge
#Trend 6
Shining Beauty
Curious what’s
it gonna be?
Check out the
results on the
RM App later
this week!
?
?

28. Snapchat
Snap Story 2

29. We are back! You
guys ready?
Behind the scenes whilst
incorporating YOUR advise. Head to
our #YourChoiceTV channel to find
out what we have been up to!
Me and the team
had a blast this
week whilst reading
YOUR feedback

30. Print & Color options
based 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?

31. Fringe Yay
or
Fring Nay?
Like this style?
Yay = Screenshot
Nay = Next
Boho Style
Top

32. Lace
Ensamble
Share YOUR favorite
looks on Instagram
using the
#YourChoice
to get the
conversation
started
Thanx Guys
Check out the
results on the
RM App later
this week!

33. Stay tuned!!!
And don’t
forget to drop
by our LA store
next week to
join the discussion
panel!

34. Snapchat Geo Filter

35. #YourChoice
SS17
#YourChoice
SS17
#YourChoice
SS17
#YourChoice
SS17

36. #YourChoice Store Event #YourChoice Store Event#YourChoice Store Event #YourChoice Store Event

37. App

38. Instagram Facebook Snapchat #YourChoice TVAds Store
#YourChoice
Instagram Facebook Snapchat #YourChoice TVAds Store
#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!
#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.
354 124
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 ...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 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
FOMO

39. Instagram Facebook Snapchat #YourChoice TVAds Store
#YourChoice
Instagram Facebook Snapchat #YourChoice TVAds Store
#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
%
10
20
30
40
50
60
70
80
90
100
ENSAMBLE
BOHOTOP
BAG
FRINGE
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

40. Instagram Facebook Snapchat #YourChoice TVAds Store
#YourChoice
Instagram Facebook Snapchat #YourChoice TVAds Store
#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

41. Mood Sensing

42. Engagement 63%
Interest 85%
Enthusiasm 78%
Recognition 82%
Expressiveness 54%
#YourChoice
Social Media
Store
Advertising
Results
#YourChoice
Name:
Lucy Smith
Age:
23
Occupation:
Communication Student
Brow Raise
Lip
Depressor