Throughout my 17 year tenure at Saks, my teams and I regularly reinvented the brand to create relevance as a Modern Luxury store with a focus on traffic-driving product categories. Events and Partnerships were cultural happenings and kept Saks top of mind for consumers.
BEFORE
STUFFY, HIGH-END STORE LACKING RELEVANCE
AFTER
MODERN, RELEVANT, ACCESSIBLE LUXURY
BACKSTORY
Saks was losing to Neiman Marcus at the time I joined the brand. Known for special occasion wear and coats (two non-frequent categories), Saks had lost relevance in the daily lives of its customers. Refocusing on key categories, launching new businesses, such as OFF 5TH and saks.com, and creating buzzy events reversed this trend.
RESULTS
Doubled Annual Sales to $3 Billion
Diversified business model with OFF 5TH & Saks.com
Culturally relevant partnerships attracted new customers