4 Ways Daniella Vitale Is Driving Change at Barneys

“The way we operate our business has to change.”
Barneys CEO Daniella Vitale, who took over the top spot at the department store earlier this year, is crafting an ambitious plan for Barneys’ future.
Daniella Vitale.
Here four things the exec is doing to shake things up.
1.The Drop Event: ”How do we experiment beyond the four walls of retail?” That’s what Vitale and the Barneys’ team pondered as they dreamed up [email protected], which will launch at the New York flagship this weekend.
It will feature 30 exclusive capsule collections and product drops, designer appearances and unique in-store activations. “We’ll have personal appearances, food and even a tattoo artist,” said Vitale, who noted the entire company worked on the initiative together.
The initial response has been strong: of the consumers who expressed interest online, 60 percent were women and 50 percent were new consumers. “These are the things we need to move on,” Vitale said.
Barneys x Birkenstock sandals.
2. Unique Vendor Partnerships: During New York Fashion Week, Barneys partnered with Birkenstock on “The Box,” a shipping container-turned-pop-up store in the Meatpacking District featuring exclusive styles from both Birkenstock and other brands.
“They are an incredibly talented company and were willing to do things they hadn’t done before,” Vitale

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