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