Barneys New York: Change MattersAt a time when consumers are feeling tense and divided, the retailer tries a little tenderness.

[Collection]The concept of a single coin or small change can seem insignificant in the world of luxury, but Barneys New York is hoping that it can make a big difference with the lowly penny as the star of its holiday campaign. Presented for the first time by the Barneys New York Foundation, the luxury retailer’s holiday campaign, launching on Nov. 15, in window displays and immersive in-store experiences will feature cold, hard pennies wrapped in a soft cashmere blanket of feel-good charitable giving. The Barneys New York Foundation introducing holiday advertising and marketing, “really sets the tone for the overall campaign,” said Tomm Miller, executive vice president of communications and marketing. “We do huge product-driven installations with artists for the holiday season. Only after that part is established, do we develop the philanthropical piece,” said Matthew Mazzucca, creative director of Barneys New York. “I wanted to start with the philanthropical piece and build around that. While it’s never an afterthought, we wanted to lead with the Barneys Foundation. We wanted to make it the hero.” Making Change, the theme of Barneys’ 2018 holiday campaign, a partnership with Save the Children, carries the message that even small change can have a big impact, and that it all

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