Rebecca Minkoff has installed self-checkout system QueueHop (so-called self-checkout) in its flagship store in SoHo New York. “The millennials want to have more and more control over every aspect of shopping – said the company’s CEO, Uri Minkoff – they are no longer the days when the customer depended on shop assistants. We are experimenting new payment systems to enhance the whole shopping experience.” The payment with the app gets rid of the waiting time with a click on your phone: you choose, you try, you buy and you pay with your smartphone, directly into the store. The payment is made through a free app that unlocks the anti-theft tag attached to the product when the payment transfer has gone through. The store opened in 2005, also has smart-wall that identify clothes, they take them, and in the dressing room, they also provide availability of sizes and colours. From the digital world to the fashion shows. Even Rebecca Minkoff, in fact, announced the move on the west coast of the show dedicated to the spring/summer 2017, scheduled for next February 4, five days before the start of New York Fashion Week.