DEVISING AN EFFECTIVE OMNI- CHANNEL STRATEGY FOR A COMPETITIVE HOLIDAY SEASON

DEVISING AN EFFECTIVE OMNI- CHANNEL STRATEGY FOR A COMPETITIVE HOLIDAY SEASON

BARNEYS NEW YORK DNA INNOVATION DISCOVERY OUTSIDE OF THE BOX THINKING TRAILBLAZER SURPRISE & WIT CREATIVITY Page 3

BARNEYS NEW YORK HOLIDAY AT A GLANCE IN-STORE CREATIVE MARKETING WINDOWS BARNEYS NEW YORK HOLIDAY PROGRAM EVENTS CUSTOMER EXPERIENCE DIGITAL/SOCIAL PHILANTHROPY Page 4

BARNEYS NEW YORK HOLIDAY OVERVIEW HOLIDAY PROGRAMS: A 360 DEGREE COMMUNICATION STRATEGY WE STRIVE TO CREATE HOLIDAY CAMPAIGNS THAT ARE UNIQUE, ENGAGING AND COMPLETELY UNEXPECTED. BARNEYS TAKES THE TRADITIONAL AND TURNS IT ON ITS HEAD. BAZ LUHRMANN INNOVATIVE WINDOW DISPLAYS AND EXPERIENCES IMAGINATIVE POP-UP SHOPS LIMITED-EDITION PRODUCT OFFERINGS COMPREHENSIVE MARKETING, PR, EVENT, AND SOCIAL MEDIA STRATEGY Gaga s Workshop 11 Shawn JAY-Z Carter 13 Electric Holiday 12 Baz Dazzled 14 Page 5

GAGA S WORKSHOP 2011 In 2011, Barneys New York partnered with Lady Gaga and installation pop artist Eli Sudbrack to create Gaga s Workshop - a totally unique, fully immersive experience. The global marketing and advertising campaign included: Store windows and shopping bags Limited-edition products Ribbon cutting event Customer engagement Social media campaign Gifting initiative Guerilla marketing Charity tie in with over $1M donated to the Born This Way Foundation Over 6 Billion press impressions garnered in just 6 weeks Page 6

GAGA S WORKSHOP 2011 Page 7

GAGA S WORKSHOP 2011 Page 8

ELECTRIC HOLIDAY 2012 In 2012, Barneys teamed up with Disney for a multi-platform holiday spectacular infused with elements of fantasy and fashion. The most iconic Disney characters were re-imagined in original designer creations for Paris Fashion week and featured in a custom Disney 3-minute animated film. Marketing and advertising Campaign included: - Electric Holiday windows, in-store displays and shopping bags - Marketing collateral - Animated film screening - Launch event - Designer collaborations - Top customer gifting - Charity partnership and donation to the American Red Cross for Sandy Relief Over 5 billion press impressions garnered in just six weeks Page 9

ELECTRIC HOLIDAY 2012 Page 10

ELECTRIC HOLIDAY 2012 Page 11

A NEW YORK HOLIDAY WITH SHAWN JAY Z CARTER In 2013, Barneys New York created a pop-up shop and unique, high-impact technological window display inspired by New York and entertainment icon - Shawn JAY Z Carter. Global marketing and advertising campaign included: Windows featuring projection art, technology installations and interactive displays Experiential BNY Sleigh Ride in Madison Avenue window Holiday windows unveiled through Instagram, first for any retailers In-store immersive pop-up experience and impact areas Top customer gifting Exclusive designer collaborations Charity tie in with $1M donated to the Shawn Carter Foundation Over 5 billion press impressions garnered in just 6 weeks Page 12

A NEW YORK HOLIDAY WITH SHAWN JAY Z CARTER Page 13

A NEW YORK HOLIDAY WITH SHAWN JAY Z CARTER Page 14

BAZ DAZZLED HOLIDAY WITH BAZ LUHRMANN 2014 Last year, Barneys New York partnered with acclaimed director Baz Luhrmann and Academy Award winning set and costume designer Catherine Martin to create BAZ DAZZLED. A holiday campaign inspired by the wonderment of the holiday season with an unexpected twist. Campaign elements included: Store windows featuring live performers Launch event In-store impact areas Exclusive product offerings Top customer gifting Special SQRL GONE ROGUE Instagram campaign Charity tie in with over $100K donation made to Room to Read 5 billion press impressions garnered in just 6 weeks Page 15

BAZ DAZZLED HOLIDAY WITH BAZ LUHRMANN 2014 Page 16

BAZ DAZZLED HOLIDAY WITH BAZ LUHRMANN 2014 Page 17

THE BARNEYS NEW YORK OMNI-CHANNEL STRATEGY CREATIVE MARKETING WINDOWS PHILANTHROPY IN-STORE EVENTS CUSTOMER EXPERIENCE DIGITAL/SOCIAL Page 18