Saks Fifth Avenue introduces its new creative campaign, LOOK. The creative campaign focuses on the retailer’s reputation as a place of discovery, and will come to life through advertising, catalogs, shopping bags, direct mail, press initiatives, in-store events, digital marketing, social media and visual displays.
Terron Schaefer, Executive Vice President & Chief Creative Officer of Saks Fifth Avenue explains the inspiration behind the campaign by saying, “Saks is not just a place to buy things—it’s the ideal place to LOOK for what’s new and what’s trending.” He adds, “We seek to earn and build our customers’ confidence by focusing on the personal experience of discovery.”
The renewed emphasis on discovery will result in LOOK WHAT’S NEW store outposts featuring emerging designers, MAKING OF A LOOK beauty tutorials in stores, catalogs online initiatives, LOOK CLOSER features focused on outstanding craftsmanship, and a forward-looking array of trends to LOOK out for.
The campaign begins on Tuesday, June 18, with a catalog titled MAKING OF A LOOK. The book, composed entirely of separates, features designer advice on how to put together an effortless ensemble. The tips range from pairing oversize tops with slim pants to mixing up your textures, with interviews and contributions from A-list designers including Michael Kors, Donna Karan, Mary Kate and Ashley Olson, Stella McCartney, Brunello Cucinelli and more. Those insights will also appear in Saks stores, windows and online communications.The bold geometric graphics of the LOOK campaign were designed by Michael Bierut, Partner at legendary design firm Pentagram. Mr. Bierut is responsible for Saks Fifth Avenue’s iconic logo and has worked with the luxury retailer on several recent campaigns—all featuring the signature Saks black-and-white aesthetic. Updated packaging will hit floors in August. The creative campaign will live into 2014. About Saks Fifth Avenue Saks Fifth Avenue, one of the world’s pre-eminent specialty retailers, is renowned for its superlative American and international designer collections, its expertly edited assortment of handbags, shoes, jewelry, cosmetics and gifts, and the first-rate fashion expertise and exemplary client service of its Associates. Today, Saks operates 41 full-line stores in 20 states, five international licensed stores, 66 Saks Fifth Avenue OFF 5TH stores and saks.com, the company’s online store.