Barneys New York has just stepped up their game. This spring, the popular luxury retailer will be releasing the first print-edition of their online magazine The Window. The online site, which has been slowly growing its content for a couple years, will now make the transition to print. While this might seem like a step in the opposite direction of our technology-driven society, it’s a smart move financially for the retailer.
Today, to mark the start of New York Fashion Week, the department store will mail out 120,000 copies of The Window—with a majority of them going to their top customers. But unlike other publications that feature a variety of brands, styles and price points, the glossy’s editorial will directly reflect what is currently in Barneys’ stores. Think of it as a shiny, well-packaged catalogue. Although it blurs the lines between advertising and journalism, its intention is purely to be a shoppable magazine, tactfully written and presented as a fun way to get to know Barneys’ brands.
It’s a strategic move to increase sales in the competitive luxury market. “The [online] Window reader spends 40% more than our regular customer,” Daniella Vitale, Barneys’ COO, told the Wall Street Journal. “It’s an enormously valuable group of people.” The first issue will feature a profile on French designer Isabel Marant and include a “studio visit” to Julien Dossena’s Pablo Rabanne workshop. It’s definitely not a bad way to get your advertising.
Those looking to get their hands on the 144-page, first-edition of The Window will find the magazine at Barney flagship stores starting today. Downloads will be available on the Barneys iPad app starting tomorrow.
