Barneys New York continues to integrate its message across print, digital and in-store and on Thursday will launch an app for its women’s magalogue, The Window in Print, available at the Apple store. Barneys printed 165,000 copies of the fall women’s version, and 70,000 of a new men’s magalogue. Every item in both issues is easily shoppable. “We hadn’t shown the breadth of what Barneys is in one medium,” said Daniella Vitale, senior executive vice president and chief operating officer. “We wanted to make sure that a lot of people are able to see the app. We didn’t want it to be just a catalogue or a PDF that you download from the Web site. Making it available through the Apple store is a new thing for us. It means more eyeballs.”

This story first appeared in the September 10, 2015 issue of WWD. Subscribe Today.

Vitale insisted that “editorial helps sell product. When we launched The Window in Print in the spring, the revenue was higher than all of the [mailers] in aggregate that we did the previous spring. The app is going to add a whole new layer of customers and higher response rates from existing customers.”

Barneys has been working on personalization of The Window on the Barneys Web site. “That’s one of the biggest projects we embarked on two years ago,” Vitale said. “You’ll see this Window property continue to expand for us,” she said, noting that features from TWIP will be translated to store displays. “The Window in Print and app shows the world of Barneys.”

load comments
blog comments powered by Disqus