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Barneys Co-Op Bids Farewell to Print

Retailer will go entirely digital for the first time for its spring collections.

A still from the Barneys New York shoppable video for its spring Co-Op collections.

BARNEYS CO-OP BIDS FAREWELL TO PRINT: Barneys New York is doing away with its paper mailers for its spring Co-Op collections, instead going entirely digital for the first time. The retailer will unveil two shoppable videos today — one for men and one for women — which were shot by Daniel Jackson and styled by Alastair McKimm, under Barneys New York creative director Dennis Freedman. According to Freedman, each of the 5 minute videos are shot in a unique way that brings the “models to life.” “We get to tap into their personalities. They sing, they talk, they dance, they tell stories and they talk about their lives. It’s much more engaging than a two-dimensional print piece. There is no question that in many ways this is the medium that many of our customers use to get information,” Freedman told WWD, explaining that consumers can stop the video at any point to view a still image of that particular look (which is not an image from the video, it’s a photo of the head-to-toe outfit shot independently of the film). Once the image pops up, they can click any item featured on the page and click to be directed to a point of purchase. “The minute they’re done, the video continues. It’s a constant way of watching, stopping the video and shopping the piece. It’s back and forth between still and video.” The shoppable videos go live today on barneys.com.