Rebecca Minkoff plans Asian assault

1 min readUpdated Apr 20, 2015Apr 20, 20158:00 AM

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Fashion brand Rebecca Minkoff plans to open up to six stores in Hong Kong by 2018 as part of a broader Asian rollout.

The new 585 sqft store in Hong Kong’s Ocean Terminal in Tsim Sha Tsui marks not only its standalone store debut, but the first step in a planned Greater China entrance.

It will also expand its stores in Korea and within the next 18 months open in the Philippines, Thailand, Singapore, Malaysia and Indonesia.

At the same time it is targeting the US, with a Los Angeles stores planned by June this year and another in Chicago by year’s end.

“We want to focus on these really great supercities and Hong Kong is definitely one of them,” Minkoff said in an interview with WWD.

“I love the fashion here. It’s a very edited view and I think they take more risks.”

Japan has marked the only blemish to date in the brand’s Asian ambition. While it has 12 points of sale there it had to close its flagship in Tokyo’s Ginza last year.

“We found that’s not the right location for our customer. That’s a very Fifth Avenue-type of customer whereas we [attract] a more [Greenwich] Village and SoHo-type customer,” Minkoff said.

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What this means

Rebecca Minkoff's aggressive push into Hong Kong and Southeast Asia, while expanding in Korea and the US, signals strong confidence in these 'supercities'. This multi-market simultaneous growth, using a standalone debut in Hong Kong, pressures luxury competitors already established in these markets. However, the brand’s previous misstep with its Ginza flagship closure in Japan serves as a cautionary tale; understanding local consumer nuances is paramount. While the focus on Hong Kong's 'edited view' and risk-taking fashion sense seems promising, a direct comparison to the 'SoHo-type customer' might overlook broader Asian market diversity. The success will hinge on whether their product resonates beyond a niche. We will keenly watch their store count and market share in Hong Kong by end-2018.

Sarah Chen

Questions & Answers

What is Rebecca Minkoff's immediate expansion plan for Hong Kong?

Rebecca Minkoff intends to open up to six stores in Hong Kong by 2018. The first standalone store has already debuted in Ocean Terminal, Tsim Sha Tsui, marking its initial step into Greater China.

Which other Asian countries are part of Rebecca Minkoff's expansion strategy?

Besides Hong Kong, Rebecca Minkoff plans to expand its presence in Korea and open stores in the Philippines, Thailand, Singapore, Malaysia, and Indonesia within the next 18 months as part of its broader Asian rollout.

Why did Rebecca Minkoff close its flagship store in Tokyo's Ginza district?

The brand closed its Ginza flagship because it was not the right location for their customer. They found Ginza attracted a 'Fifth Avenue-type of customer', while Rebecca Minkoff appeals to a 'Village and SoHo-type' clientele.

Does Rebecca Minkoff have any expansion plans within the United States?

Yes, Rebecca Minkoff is targeting the US market simultaneously. A store is planned for Los Angeles by June this year, with another set to open in Chicago by the end of the year.

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