February 25, 2013
Department store chain Barneys New York is offering a selection of items worthy of the Academy Awards red carpet to consumers in Los Angeles through a new mini shop.
Barneys is looking to trigger purchases from celebrities and their protégés during awards season with a new retail hub at Dorchester Collection’s The Beverly Hills Hotel and Bungalows. The retailer currently operates a full retail location in Beverly Hills, but is offering a selection of items at the hotel.
"Los Angeles is a global metropolitan city, with some of the most affluent consumers in the United States," said Christine Kirk, CEO of Social Muse Communications, Los Angeles.
"Los Angeles also attracts the most affluent consumers from all over the world, including the Middle East, China, and Europe, so it behooves Barneys to take advantage of the rich customer base that [the city] has to offer," she said.
Barneys was unable to comment directly on this matter.
The mini shop called the Barneys Bungalow offers women’s and men’s apparel and accessories including gowns, tuxedoes, jewelry, shoes and evening bags.
The space contains racks and table displays of the items as well as a shoe closet.
Barneys Bungalow also offers an on-site makeup artist, making it a one-stop shop to achieve an evening look.
Shoes and makeup area
The retailer chose the Beverly Hills Hotel as the venue for its mini shop due to the old-Hollywood feel of the property, per Barneys.
Barneys is flaunting the new mini store through a Pinterest board on which it is posting historic and current images of the hotel as well as black-tie apparel and accessories.
The Beverly Hills Hotel is located at 9641 Sunset Boulevard.
Meanwhile, Barneys got involved with awards season on another front. The retailer partnered with Vanity Fair to present its Campaign Hollywood 2013.
Efforts for this initiative include a Vanity Fair photo booth at Barneys’ Beverly Hills department store, a Twitter sweepstakes that ended Feb. 22 and a party to celebrate Oscar-nominated film “Silver Linings Playbook.”
Barneys seems to be targeting a variety of demographics lately through different efforts.
For example, the department store chain eyed mobile users with a banner ad placement on the Fashion & Style section of The New York Times’ mobile site. The ad linked to Barneys’ responsive HTML5 site (see story).
Also, Barneys launched a new ecommerce site for its warehouse sale to add another permanent digital outlet to its roster.
The new site will expand the retailer’s customer pool and keep up its status among the target audience, experts say (see story).
Now, Barneys’ presence at the Beverly Hills Hotel is geared toward high-earning celebrities and the hotel’s affluent guests.
Detached efforts such as these can work for luxury retailers as long as each one aligns with the 360-degree brand experience.
Barneys’ most recent Beverly Hills-based effort reaffirms the relevance of its in-store experience as the Pinterest campaign for the mini store reminds consumers of its opening.
"Many consumers make their purchasing decisions based on a recommendation they see online," Ms. Kirk said. "These days, social media is not just for teenagers.
"Everyone is online, from celebrities to CEOs to influencers, and it's important for Barneys and all luxury brands to utilize social media tools in order to cast the widest net and reach their target audience," she said.
Tricia Carr, editorial assistant on Luxury Daily, New York