While the popular Madison Avenue location gets a makeover that benefits in-store shoppers, those who prefer to shop at the click of a finger can now reap the benefits of the store’s newly revamped e-commerce site as well. Just launched on Monday, Barneys.com is full of consumer-friendly features designed to create a “completely dynamic and very emotional experience.”
Secondary to brick and mortar locations in terms of revenue, the e-commerce site is the fastest growing channel and one Barneys sees opportunity to improve and capitalize on for future growth. It’s part of a grand strategic overhaul spearheaded by Barneys CEO Mark Lee. By creating a cleaner aesthetic to highlight featured merchandise, optimizing navigation, and simplifying the online shopping process for registered customers, Barneys hopes to engage loyal online consumers like never before.
So what’s different exactly? How can shopping our beloved designer goods at Barneys online get even better? Well for starters, the new Favorites List. Stumbling across items we love but can’t afford aren’t ready to purchase happens to us all the time. Now we can add them to our Favorites and keep a running wish list that can even be shared via social media platforms like Facebook, Twitter, The Fancy, or Pinterest. (Shopping for us is going to be so easy!) Our Favorites List will also serve as a basis for personalized recommendations from Barneys highlighting more items, designers, and even colors we will love. They’ll also be used to measure Most Loved items; trending products based on consumer favorites. Celebrities and various industry personalities will also be weighing on what they are shopping now. Favorites Lists from the likes of Mary-Kate and Ashley Olsen, Julianne Moore, stylist Leslie Fremar, Katie Holmes and her co-designer Jeanne Yang, and chefs Melia Marden from The Smile and Michael Chernow from Meatball Shop will be online to browse.
In addition to Most Loved items, Barneys has also added Exclusively Ours and New Arrivals categories, which can be used as filters to shop these products specifically, all with corresponding icons making them easy to recognize. Finally, the site now offers “insider fashion access” with new editorial content “The Window.” The blog features men’s and women’s style, celebrity interviews, culture news, and national party coverage—all buzz that links back to Barneys’ expert merchandise mix. There goes our lunch break.