Rebecca Minkoff partners with Alipay for NYFW

Alipay on display in the Rebecca Minkoff store

Alipay on display in the Rebecca Minkoff store

Rebecca Minkoff is paying attention to her Chinese fan base this New York Fashion Week, introducing in-store mobile payments via Alipay.

The initiative enables China shoppers to use their Alipay Mobile Wallet to make purchases at any Rebecca Minkoff store in the US, as well as at home when visiting the brand’s e-commerce site. Alipay is China’s leading online payment provider, with more than 520 million active users, and the primary means of online and mobile payment for Chinese consumers.

The partnership was announced ahead of Minkoff’s show, which took place in New York on Saturday, September 9.

“Chinese travelers represent an important and growing audience for Rebecca Minkoff,” said Uri Minkoff, CEO and co-founder of the brand. “By offering Alipay, we are ensuring that Chinese shoppers visiting any of our US stores or our website are met with an exceptional experience which includes the easiest and most familiar payment method for them. We are excited to be able to offer Alipay.”

Souheil Badran, president of Alipay North America, added: “By accepting Alipay, Rebecca Minkoff is able to target the right shopper through our Discover platform to ensure that the Chinese consumers can enjoy the best experience in-store or online without any language or payments barriers.”

The number of Chinese consumers visiting North America is predicted to grow to four million this year. Alipay first expanded its mobile payment service into the US in late 2016.