This video was originally published by Total Retail's sister brand, Women in Retail Leadership Circle.

During the Women in Retail and Total Retail Virtual Exchange, held on April 28, Rebecca Minkoff, co-founder and creative director, Rebecca Minkoff, participated in an interview that touched on a wide range of topics. In this video clip from the session, Minkoff notes that out of times of great challenge, such as economic depressions and health pandemics, emerges innovation and truly great companies. There's reason to hope that this latest global health crisis will yield similar benefits.

In addition, Minkoff advises that now is not the time to give up on promoting your brand — and that doesn't have to mean spending more money on marketing. In fact, the designer handbag and fashion brand has cut its marketing budget during the pandemic, but hasn't reduced production. Minkoff notes that the brand is leveraging content produced in-house to keep up its ongoing relationships with customers.

Lastly, Minkoff addresses how the brand is leveraging customer feedback to help inform its marketing strategy during the crisis. What the brand learned is that its customers wanted entertainment, they wanted to be surprised and delighted, and they wanted to be distracted. And that's what Rebecca Minkoff is delivering through its email and social content, all in a tone that's authentic to the brand.

To watch Minkoff’s full interview from the April Women in Retail and Total Retail Virtual Exchange, as well as interviews with Mike Edwards, president and CEO, Hanna Andersson; Chris Rowland, president and CEO, Pet Supplies Plus; and Neela Montgomery, CEO, Crate and Barrel, click here.