Barneys New York is thinking outside the box—but inside the bag. As the storied department store chain strives to attract younger consumers, it's modernizing its marketing, messaging and products to reach a younger consumer. The strategy, which comes on the heels of Barneys' recent announcement that it will be entering the cannabis space, includes a new marketing campaign that emphasizes Barneys' black-and-white shopping bag, and a new loyalty program.
"We have been around for 100 years, but the point is not to look back and allow our history and our legacy to define us," says Danielle Vitale, CEO of Barneys. At Shoptalk 2019, Vitale talked with Ad Age about the brand's new campaign, "Don't Put Us in a Box." The new work, which was created in-house, will run in print and digital; images also ran outdoors in Paris during Paris Fashion Week.