GIVE A LITTLE, GIVE A LOT
Decking its holiday windows with Rudolph the Recycling Reindeer and Frosty the Fair-Trade Snowman was one thing, but Barneys also enlisted its vendors to produce merchandise that had “more consciousness,” or at the very least, to contribute a portion of their sales to social and environmental charities.
“Once they learned the impact of what they could do, there was no turning around.”
Throwing around words like “recyclable,” “sustainable,” and “fair trade” was internally controversial for a company that wasn’t built on a green business model. “Something unique happened, though,” Gilhart said. “It engaged everyone to do better and once they learned the impact of what they could do, there was no turning around. They had to start thinking about product that wasn’t so wasteful and was purposeful. One they embraced that, things shifted.”
BARNEYS GREEN
A litany of designers and initiatives soon followed, from the casual Loomstate for Barneys Green collection to a high-end Stella McCartney line based on organic, sustainable principles. “When we decided to be more conscious in the things we sold in the store and therefore educating the customer, there was a lack of merchandise,” Gilhart said. “We had to go out and and create some of it, so we went to the most talented designers.”
Although not perfect, Barneys tries to walk the talk without shouting in the face of the customer.Although not perfect, Barneys tries to walk the talk without “shouting in the face of the customer,” Gilhart said. In fact, the retailer has found that it’s more effective to present stylish merchandise that makes the customer look and feel good before delving into the story of sustainability behind it. “We’re not there yet in terms of the customer asking or demanding merchandise,” she said. “She’s not. But I feel that one day in the future she will change.”
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Although not perfect, Barneys tries to walk the talk without “shouting in the face of the customer,” Gilhart said. In fact, the retailer has found that it’s more effective to present stylish merchandise that makes the customer look and feel good before delving into the story of sustainability behind it. “We’re not there yet in terms of the customer asking or demanding merchandise,” she said. “She’s not. But I feel that one day in the future she will change.”
