Green joined Rebecca Minkoff, co-founder and creative director of Rebecca Minkoff and Fortune's Michal Lev-Ram at the Most Powerful Women Summit in Washington, D.C. last week to discuss the future of retail brands.
For Minkoff it's about using technology to help create a personalized experience.
“We want you to tell us how you want to be treated when you get into the store,” she said. From touch screens when you enter the store to magic mirrors located in the dressing rooms, the tech aims to help shoppers control their own environment and blend in-store and online offerings.
Green said the word e-commerce, treating it like a separate experience, isn’t a term they use at Forerunner.”We call it commerce,” she said.
