Designer Rebecca Minkoff understands the growing role digital plays in the younger consumer and has increased their fall advertising budget by 200%. More importantly though, they will be shying away from print in order to focus their attention to the digital space. With an emphasis on social, the brand is seeding images of the new fall line through Tumblr, Facebook and Twitter. “It is not unusual for a brand to focus its attention on one media over another, to measure the results and adjust the buys based on the findings,” said Ric Peralta, CEO of ATTIK, San Francisco. The growing importance of social also played a role in the update of the designer’s ecommerce site with social feeds being integrated throughout. This is not the first time a fashion brand has put more of their advertising eggs in the digital basket, and we can expect to see more of this occurring as consumer engagement numbers rise. To learn more, please visit LuxuryDaily.com.