Saks introduces new branding initiatives

US luxury department store group Saks Fifth Avenue has unveiled the first of its new branding initiatives in a bid to offer “fashion and glamour with unique experiences” to its customer. Headed by former Harrods director Marigay McKee and marketing chief Mark Briggs, the initiative includes revamped

women’s and men’s catalogues, all-new packaging and the launch of a new personal shopping service “that travels to customers from the New York store.”

The new packaging should refresh the legacy of Saks

"We want to live the legacy of Saks Fifth Avenue, to celebrate its history but with a refresh and modernisation," said McKee. "In bringing this mantra to life, we are dramatically elevating all touch points from product to marketing, from our customer service to visual displays."

The men's and women's Fall Fashion Books now feature a more editorial feel, with a news section around brand launches, emerging designers, trend information, interviews and other content.

The company has pulled in a number of leading fashion editors and photographers to produce its core fashion pages and said its new creative vision will be extended into “an all-encompassing customer experience - woven into in-store visual displays and reinforced in digital marketing campaigns.”

Saks is also introducing new packaging that will debut October 16 in celebration of Saks Fifth Avenue's new store opening in Sarasota, and will arrive in all stores for the Holiday season.

Last year Saks was bought by Canadian department store company Hudson Bay for 2.4 billion dollars.