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Barneys deploys iPad app as part of its continuing digital strategy


Barneys New York has launched an iPad app that offers consumers improved shopping functionality as well as relevant and exclusive content.

New functions on the app include a Personal Shopping scheduling tool, which Barneys touts as the first of its kind for a luxury retailer. Created in partnership with mobile development and design firm Fueled, the app is now available for complimentary download through the Apple iTunes store.

"From the app's daily shoppable features, videos and interviews to the ability to schedule in-store personal shopping appointments, this app sets a new standard for omnichannel luxury on the iPad," says Matthew Woolsey, EVP, digital at Barneys New York. "We're very excited to give our customers this kind of content, access and inspiration as part of a tool that connects their online and in-store engagement."

The new app will incorporate shoppable content from The Window, the luxury editorial site, which is updated daily with exclusive stories including interviews with the people from the most celebrated design houses, trend stories, beauty features from exclusive brands and a behind-the-scene look at the Barneys team.

App content will highlight the dynamic Madison windows, key advertising and marketing campaigns and exclusive brand launches. It will also highlight specially curated products and designer products that are “Exclusively Ours.” All exclusive merchandise is tagged with the Exclusively Ours (XO) icon making it easy to filter and locate exclusive product when sorting by collection or by our curated look books.

"Barneys is a fashion brand that truly understands mobile," said Rameet Chawla, founder of Fueled. "We worked closely with their team to deliver an app with remarkable design and ecommerce functionality, and this launch represents just the first step on an impressive roadmap for the months ahead."

Additionally, accounts will be synchronized, allowing users to use a login and share features such as Favorites, Most Loved and My List, across the app and the website. The app will use push notifications to alert users about new products from brands they favor, designer launches, sales and other key announcements.

Other significant functionality additions include a mobile scheduler, which will allow users to directly schedule a consultation with a Personal Shopper and the ability to work in advance on preferences and shopping needs. This unique feature will launch in the Madison Avenue flagship store and roll out throughout the next year to the other stores and areas of business.

The new app is part of the continued redesign of the site. Beginning in February 2011 with the launch of The Window, the redesign continued with the implementation of new interactive and social features, shoppable lookbooks and videos, the launch of the HTML5 mobile site along with many improved site features and functionality enhancements.

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