Rebecca Minkoff Media Brief

Paid Media: Rebecca Minkoff has many platforms that she uses to get her message across as well as advertise her products, paid media is one. Many people think that having a paid sponsorship is something to look down upon, but when it promotes a good cause, it can be something inspiring. An example of where the Rebecca Minkoff brand was sponsored was during New York Fashion Week by Visa. Visa was looking for female-owned brands to sponsor. Being a brand that stands for woman empowerment, Rebecca Minkoff was the perfect fit. In addition, 100% of the purchase profits using the Visa booth at the Rebecca Minkoff show benefited the Women’s World Banking non-profit organization. Being a part of this during the most important week in fashion is great for the brand image because it shows what the Rebecca Minkoff brand stands for in a way that also helps others. Another form of paid media is how Rebecca Minkoff uses social media to advertise her brand. Using platforms such as Instagram and Twitter make it a lot easier to reach her target market. Another way that Rebecca Minkoff better reaches their target market through paid media is through their partnership for Chandon wines. Minkoff is a brand ambassador for the wine company and began to serve them in-stores for a more luxe feeling and to better reach women ages 25 to 40. Lastly, she uses influencers to help endorse her products on social media. She sends these influencers products to post on their profiles three times a month. This allows her brand to reach a wider audience, due to their large following.

Earned Media:  Rebecca Minkoff’s earned media would be if someone were to talk about her products voluntarily without being paid, and without earning any benefits by talking about these products, such as in a review.  An example of when Rebecca Minkoff acquired earned media was when the fashion blog “The Budget Babe” wrote an article on how Rebecca Minkoff apparel and handbags compare to the brand Chloe and how you can get an item from Rebecca Minkoff similar to Chloe still with great quality and without completely breaking the bank. Another way that Rebecca Minkoff acquires earned media is through celebrities wearing her products without endorsement or sponsorship. For example, Michelle Tratchenberg from the hit show “Gossip Girl” wears the Rebecca Minkoff brand often, which gives the brand a positive review since the show influences many women in the target market to buy what the actresses have.

Shared Media:  Part of Rebecca Minkoff’s shared media platforms include: her Instagram, Facebook, Twitter, Pinterest, her podcast called Superwoman and all of her many different campaigns.  On all of these many different social media platforms Rebecca shares her designs and new products as they come out on her website.  Through her podcasts and campaigns Rebecca shares her personal and brand values about women empowerment. Rebecca Minkoff sends a very strong message about powerful women dressed in her powerful clothing.  

Owned Media:  Rebecca Minkoff has a many outlets she uses to endorse her products that fall under owned media. She has her own podcast call Superwoman. Each week designer Rebecca Minkoff talks to women from all walks of life, from CEOs to artists, and shows us what life is like without the pretty filters in order to help you navigate what it means to be vulnerable, how loss and failure can make you stronger. Another media outlet she uses is her website. Her website showcases all her products as well as her achievements, charity, and campaigns. She also has stores located across America, as well as some in Europe. These stores help her draw in clients through window displays and style of her store. This allows people who have not shopped her products before to take a look at the merchandise being sold. Rebecca Minkoff, recently started a subscription box. This subscription box gives customers a good insight to what the company is about and how their products are. Thus, this will inspire customers to buy more of her products.  Lastly, she created a product call the “smart bag”. Owners of this bag can use it to scan her products, the more products they scan the more they earn. For example, the first scan got a select number of customer into a fashion show at the Grove in Los Angeles, California. The more they scan the moe exclusive opportunities they get like this.