The Supply Chain Management is extremely important for e-commerce sites because it is the process that controls where the merchandise is going and how it is getting there. Rebecca Minkoff has moderate SCM. I have noticed a lot of items selling out on the website and not being replenished. When I went to their department at Bloomingdales and Saks Fifth Avenue, it was the same case. If they ran out of an item, it was likely they would not be getting any more. Rebecca Minkoff is still an independent designer, so she doesn't produce mass amounts of her product.
CRM: CONSUMER RELATION MANAGEMENT
Rebecca Minkoff uses a lot of different outlets to connect and communicate with her consumer. She has multiple social media outlets and converses with her consumers when they leave her comments. The staff behind the Rebecca Minkoff website are on their game; they respond quickly and politely to consumer questions and concerns.
JIT: JUST IN TIME
As I mentioned before, the Rebecca Minkoff website does not have a lot of inventory. The website sells out quickly and does not always replenish. Sometimes if you find a bag that is sold out on the RM website, you can go onto one of the high end department stores that her merchandise is featured on, such as Bloomingdales and Saks Fifth Avenue. In my opinion, I think it is better for the Rebecca Minkoff brand and the consumer for the merchandise to run out rather than having way too much of an item and having it seem
exploited.
BRAND AWARENESS
The merchandise that Rebecca Minkoff produces is unique and easy to recognize. Her brand DNA is relevant in all of her designs. Her iconic Morning After Bag embodies the RM downtown chic aesthtic perfectly. Anyone who knows Rebecca Minkoff is able to spot a Mini M.A.C Clutch from a mile away. The small details go a long way when it comes to recognizing a particular brand. Rebecca Minkoff stays true to her style. The aesthetic is classic and adventurous all in one. Rebecca Minkoff merchandise is also available on upscale department stores including Bloomingdales, Saks Fifth Avenue, Neiman Marcus, Nordstrom, and specialty retailers around the nation. RM bags and apparel have also been featured on websites such as Zappos, GuiltGroupe, and Refiner29. These different outlets are a great way to reach out to current consumers and new target markets.
MARKET AND CONSUMER SEGMENTATION:
I was recently on Rebecca Minkoff's instagram and noticed a picture she posted of a suede pink bag. The caption read "So sad that this is one of a kind. Why doesn't America want suede?!?!" This comment caught my attention because even though Rebecca herself loved a certain bag, she recognized that her consumer didn't, and she decided to make it one of a kind instead of mass producing it. Rebecca Minkoff really understands her consumer and wants to connect with them through her social media outlets and through her merchandise. The Rebecca Minkoff team has to decide which merchandise to sell to which market segmentation's. They have to realize that warmer climates are going to want more sandals, and colder climates are going to want sweaters. From pictures I have seen from stores in other states, they have done a good job at catering to their consumer's needs.
FRAUD AND SECURITY:
Transactions that happen on Rebecca Minkoff's e-commerce sight are powered by SSL encryption software that ensures security of transactions and the consumers involved. RM.com is the sole owner of all information collected on the Rebecca Minkoff website; customer's information will NOT be distributed elsewhere, RM.com guarantees that.
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