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Barneys offers fashion view through "The Window"

RT Analysis: Keep them engaged, keep them spending

NEW YORK -- Barneys New York has launched a new editorial site called "The Window," which will reside on Barneys.com. According to the company, The Window will give viewers "a unique and expertly cultivated view into the worlds of luxury, culture, beauty and the people behind the most celebrated design houses, through interactive features and exclusive content."

The site will feature news items, designer profiles, Q&As and contributions from big names in fashion. In addition, visitors will be able to speak directly with Amanda Brooks; the recently appointed women's fashion director.

Barneys reported that content on the site will be produced by a team of style writers focusing on the areas of exclusive products, people of interest and designer stories. Additional launch content will include a feature by Simon Doonan, creative ambassador-at-large, about his long standing relationship with Alber Elbaz of Lanvin and an interview with Barneys New York CEO Mark Lee.

The Window at Barneys.com is another example of retailers becoming more engaged with their consumers.Thanks to the popularity of Twitter, Facebook and other social media, companies can connect with their customers beyond the transaction. Walmart.com, for example, has embraced this concept by featuring articles on nutrition, beauty care and other topics of interest to its consumers. These tactics keep consumers on retail sites longer, which can only increase the likelihood of them making a purchase off the site.