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Saks Fifth Avenue touts itself as trendsetter in new ad campaign

NEW YORK — Saks Fifth Avenue plans to launch a new ad campaign encouraging new and existing customers to “discover” what the specialty retailer has to offer via catalogs, direct mail, press initiatives, in-store events, digital marketing, social media and visual displays.

Called “Look,” the ad campaign positions Saks Fifth Avenue as more than just a place for shoppers to buy things they want or need but as a showroom where potential shoppers can search for what is new. 

“Saks is not just a place to buy things,” explains EVP and chief creative officer Terron Schaefer. “It’s the ideal place to look for what’s new and what’s trending. We seek to earn and build our customers’ confidence by focusing on the personal experience of discovery.”

The retailer will position “Look What’s New” outposts featuring emerging designers throughout the store. It will also offer “Making of a Look” beauty tutorials in stores, deploy online catalog initiatives and offer “Look Closer” features focused on “outstanding craftsmanship.”

The campaign begins Tuesday, June 18 with a catalog titled “Making of a Look.” It features interviews and contributions from designers Michael Kors, Donna Karan, Mary Kate and Ashley Olson, Stella McCartney and Brunello Cucinelli. 

The geometric graphics for the campaign were designed by Michael Bierut, partner at design firm Pentagram. Bierut is responsible for Saks Fifth Avenue’s iconic logo and has worked with the retailer on several recent campaigns. 

Saks Fifth Avenue operates 41 full-line stores in 20 states, 5 international licensed stores, 66 Saks Fifth Avenue Off 5th stores and an e-commerce site.

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