Luxury specialty retailer Barneys New York has redesigned its Web site with the goal of making it more personalized and socially engaging.
Working with digital agency Huge, Barneys has revamped its site with new architecture and product categorization which is intended to make navigation and shopping faster and more streamlined. Registered users are now able to purchase products with as few as two clicks.
The new “Favorites” tool is a way for customers to keep track of fashion they like on Barneys.com. Customers can "Favorite" individual items, entire product categories, designers, or size and color choices and add these selections to their "List." Barneys.com is then able to update these "Lists" by suggesting new products that may be of interest to the customer.
In addition, customers can share their "List" across multiple social media platforms such as Facebook, Twitter, The Fancy, and Pinterest. When multiple users select an item as one of their “Favorites,” it becomes designated as a “Most Loved” or trending item on Barneys.com.
The “Favorites” tool allows users to browse, follow, and be inspired by "Lists" that have been created by celebrity “fashion unfluencers” including fashion designers Mary-Kate and Ashley Olsen, actor and author Julianne Moore and her stylist Leslie Fremar, blogger Jane Aldridge from Sea of Shoes, stylist Keegan Singh, photographer Rachael Chandler Guinness and her husband Creative Director Tom Guinness, fashion designers Katie Holmes and Jeanne Yang, and finally, chefs Melia Marden from The Smile and Michael Chernow from Meatball Shop.
The site will highlight products that are exclusive to Barneys throughout the shopping experience. Customers are also able to use unique filters such as “New Arrivals” and “Most Loved.”
The new site also provides customers with specially curated products and designer goods that are tagged “Exclusively Ours.” Barneys' luxury content site, “The Window,” provides users with information about art, lifestyle and culture as well as fashion.