barneys new york ppt
TRANSCRIPT
• World-famous luxury specialty store• Founded as a men’s retailer in 1923• 40 stores scattered across the USA• Positioned itself as a celebrity hangout• The luxury brands include Dior, Burberry, Prada , Fendi, Christian Louboutin, • ITEMS: Designer wear, accessories, jewelry, bags, fragrances, and cosmetics, home décor items, men’s & women’s ready-to-wear
A STORYTELLING BRAND
GAGA’S WORKSHOPELECTRIC HOLIDAY
BROTHERS, SISTERS, SONS & DAUGHTERS
• In-house editorial team creates content that revolves around culture, lifestyle, travel, fashion and luxury• Runaway shows videos, photo-shoots, stories, expert interviews by designers • Behind-the-scenes looks & processes behind the creation of Barneys clothes
EXCLUSIVE CONTENT SITE “THE WINDOW” STARTED IN 2011
FROM PRODUCTS TO CONTENT
DIGITAL STRATEGY•In 2014, the retailer created an iPad-specific App that includes an innovative personal shopping scheduling tool — linking the store’s online and offline presence — as well as original content from the Window
•New mobile-first layout to enable consumers to read more easily via a variety of devices. More than half the people using the app are spending 10 minutes inside the app
BRINGING TOGETHER EXTENSIVE CONTENT WITH RETAIL EXPERIENCE
Story is a leader of the “new retail experience”
Consumers who read ‘The Window’ visit the store more often; have higher conversion rates, higher order value and higher retention rate
Consumers can also select their favorite labels in “My Designers,” which allows them to receive individualized emails and alerts based on their tastes
High engagement on social media- 1.2 million likes on Facebook and 446k followers on Twitter
The Window plays a crucial part in Barneys success, feeding content to Barneys fans and serving as a gateway through which followers can learn more.