JOINING THE POD: Barneys New York has a new medium for its message: “The Barneys Podcast.” Whether it becomes the next “S-Town,” “2 Dope Girls” or “The Daily” remains to be seen, but the retailer has high hopes for it.
“We just completed the first season, which consists of eight episodes,” said Tomm Miller, executive vice president of communications and marketing. “We feel very confident about this platform. The customer is engaged with this. It will attract a younger customer because the majority of podcast listeners are younger. Listeners are sophisticated and highly educated, which is very much in line with the current Barneys customer.”
The Barneys Podcast, a weekly platform, features discussions between creatives from several fields and in-house Barneys hosts, who are authorities in the same area.
“We’re seeing the podcast as an opportunity to share our views,” Miller said. “It’s not about products. We see Barneys as more than just a retailer. We’re involved in culture, the arts, entertainment and lifestyle, and that inspires what’s happening in fashion. We get to work with some of the most creative and insightful people in the industry. We thought this would be a good way of sharing stories.”
In the first episode launching on Wednesday, Barneys chief executive officer Daniella Vitale, who is the first female ceo in the company’s 95-year history, speaks with artist, poet and activist Cleo Wade about leadership and the implications of raising children during the #MeToo movement.
Barneys creative director Matthew Mazzucca in the second episode talks to Rick Owens about his unconventional approach to design, recent retrospective and streetwear culture. Episode three features creative ambassador-at-large Simon Doonan, who interviews his husband, designer Jonathan Adler, about their first date on Rollerblades and the time they were robbed at gunpoint in Peru, among other reminiscences.
Aside from being promoted on The Window, Barneys e-commerce site and blog, the podcasts will be supported by e-mails to consumers. “Some of the people we interviewed will support the podcasts on their channels,” Miller said. “We think it will have an organic and viral piece to it.”
For example, when Barneys vice president of creative services Rena Lazaros interviewed Sally Hershberger, the stylist recalled times when things didn’t go exactly as planned, such as the time she accidentally gave Tom Cruise a buzz cut.