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Barneys relaunched its e-commerce last week, Fortune reports, and the new design features beautiful photography, personalization, and shoppable editorial content. On the homepage, major features include content integrated from Barneys' blog—and print publication—The Window, along with lookbooks and designer spotlights on emerging and established brands.
Barneys.com and the Barneys Warehouse sites also incorporate "responsive design," which works across mobile devices and computers. The retailer hopes that a customized shopping experience will encourage customer loyalty. Not only will the sites tailor offerings to show products from customers' favorite designers, they'll also know what customers have bought in the store too, not just online.
"We don’t want to waste people’s time. If we show them things (on the sites) they’re absolutely not interested in, they’re not staying and buying. We want to make sure our experience is more customized and personal," Barneys chief operating officer Daniella Vitale said.