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Barneys Courts Younger Shoppers With Cannabis Products In New Campaign

Retailer modernizes its approach in quest for millennials

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.

Barneys is also diversifying its product offerings. Last month, the retailer said it would be debuting a new high-end cannabis lifestyle and wellness shop, called The High End, within its Los Angeles store. Vitale says the brand is responding to consumer demand.

“Cannabis is for a luxury consumer—it’s a lifestyle choice,” she says. “It is something that we feel our customers are telling us they want us to be part of, this shift.” She notes, however, that the new offering is upscale—not a headshop—and in keeping with the luxury brand.

To Read The Rest Of This Article By Adrianne Pasquarelli on AdAge

Published: March 05, 2019

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