Rebecca Minkoff, TOMS and Sony Open Digital Storefronts in SF

Rebecca Minkoff Digital Storefront at Westfield San Francisco

Rebecca Minkoff Digital Storefront at Westfield San Francisco

Window shopping is one of our favorite pastimes. It’s easy on the wallet and, we think, a perfectly acceptable form of  cardio. But recently, we’ve noticed a trend of retailers taking this concept quite literally with the introduction of virtual storefronts with shoppable windows.

Out on the East Coast, Kate Spade Saturday made a splashy entrance by introducing digital storefronts before they opened real life brick-and-mortar shops in New York. The digital storefronts allowed shoppers to see the entire line of offerings from the brand without actually having to go into a store. Shoppers in New York got same-day delivery thanks to the partnership between Saturday and eBay, giving shoppers a real incentive to buy on the spot.

Now the trend had made its way to the West Coast with a partnership between eBay and Westfield Labs that introduces digital window shopping at Westfield San Francisco Centre with storefronts featuring Sony, TOMS and Rebecca Minkoff merchandise. This holiday trinity of shoppable windows is located on the fourth floor of the busy shopping center and will be “open” for business through Jan. 12.

How it works: Get comfy, grab your gingerbread latte and walk up to each digital storefront window, touch the glass and begin shopping. Select your items and proceed to checkout by pushing the order to your mobile phone. Pay with PayPal, including guest checkout with credit or debit card. Wait not-so-patiently for free home delivery or pick it up at the Sony Gallery located on the third level.

“At Westfield Labs, we want to define what the future of retail will look like through social, mobile and digital innovations,” said Kevin McKenzie, global chief digital officer, Westfield Group in a statement released by Westfield. “For our first pilot, we are excited to partner with eBay Inc. and brands that are pushing the boundaries of online and offline retail to showcase new technology that redefines shopping.”

Together, the storefronts feature about 100 products, curated by each retailer. Sony is offering its hottest electronics gifts and is actually powering all three digital storefronts. TOMS offers a selection of shoes and eyewear from its latest holiday collection, along with products from its newly launched TOMS Marketplace focused on charitable gifting. (See our story on it here.) Women’s fashion and accessories designer Rebecca Minkoff is offering her signature handbags and accessories with her trademark leathers, studs and edgy hardware.

The Minkoff brand is known for its robust social media presence and diving head first into the digital party, so we’re not surprised to see them establish a presence in this new retail frontier as well.

“It’s a groundbreaking opportunity to enhance and tailor the shopping experience for our customer in the digital age,” said Uri Minkoff, chief executive officer, Rebecca Minkoff.

There’s no word on whether Westfield plans on swapping out the windows for a new group of fashion mavericks when this holiday one ends, but we’re betting that this is one retail trend that we’re going to be seeing much more of, not only from Westfield Labs, but other major brands as well.

“This is just a window into the types of technologies Westfield Labs will be launching in our international markets to provide people with memorable shopping experiences,” said Wesfield Group’s McKenzie.

It’s a combination of real-world engagement and online shopping, which might just be the next frontier in retail. Or at the least a way to avoid some of the insanity this holiday season.

With contributions by Christopher Luu

Images courtesy eBay

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Author:Michelle Dalton Tyree

Fashion Trends Daily is the brainchild of Michelle Dalton Tyree. She is the former West Coast Retail Editor for Women’s Wear Daily, Fashion Editor for The Japan Times, and founder of former L.A. luxury boutique Iconology. Michelle is frequently quoted about fashion retail trends in major media outlets such as NPR, KPCC, The Inside Source and the New York Times. She has developed content for many luxury brands and retailers and has written for Allure, Worth Global Style Network, Footwear News and other media outlets.