Rebecca Minkoff wants to open stores that will only exist in virtual reality.

Rebecca Minkoff wants to open stores that will only exist in virtual reality. Virtual retail isn’t a reality yet—the brand is waiting until “customers are actually ready to shop in a virtual setting where nothing they see is actually real”—but for now, they’re gaining learnings from their aspirational quest that help them decide—for instance—what color bag consumers prefer. AR may be beating out VR for now, but one Rebecca Minkoff exec assures “it’s always in the back of our heads.” (Glossy)