Indie Spirit

WWD Digital Daily - - Fashion Scoops -

Bar­neys New York is hop­ing to gauge shop­per in­ter­est in emerg­ing brands with a new se­ries of pop-ups in its Madi­son Av­enue lo­ca­tion.

Start­ing to­day, the spe­cialty store will ro­tate through a se­ries of skin-care, makeup and hair brands dur­ing the hol­i­day sea­son.

Ac­cord­ing to Jen­nifer Miles, di­vi­sional mer­chan­dise man­ager of cos­met­ics for Bar­neys, the idea is to of­fer Bar­neys cus­tomers some­thing dif­fer­ent.

“The over­all beauty strat­egy is al­ways to of­fer our cus­tomer some­thing unique, that's why we're se­lec­tive about the brands we part­ner with. Our cus­tomer is re­ally savvy and she is look­ing for some­thing she's not go­ing to find in every other re­tailer,” Miles said.

The brand pop-ups ro­tate, with each brand stay­ing for one or a few weeks. Most of them are lo­cated on the main beauty floor, where they will have counter space for testers, back wall space and room for sig­nage, Miles said. “We will have ex­tra ta­bles on the floor strate­gi­cally po­si­tioned around to give them bet­ter ex­po­sure than just the

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