Before Saks Fifth Avenue gets a new owner, retailer promises a trendsetting new look
Saks Fifth Avenue will have a new owner soon, but it already has a new look.
The luxury retailer announced on Monday that it has agreed to be sold to Hudson’s Bay Co., Canada’s largest retail chain and owner of Lord & Taylor in the United States, for $2.9 billion. If the deal goes through, Hudson's Bay says it plans to open up to seven Saks stores in Canada next year.
But even before the sale was announced, Saks created a new marketing campaign for fall called LOOK, with a pitch to customers to think of the store as a "place of discovery."
“Saks is not just a place to buy things—it’s the ideal place to LOOK for what’s new and what’s trending," Terron Schaefer, Saks executive vice president & chief creative officer, said in a statement.
The campaign, which includes bold geometric graphics designer by Pentagram's Michael Bierut, launched last month in the early fall catalog featuring advice from designers on how to put together separates to make an effortless ensemble.
The rebranding strategy, which is being incorporated into the website, social media, shopping bags, adversising, in-store events and visual displays, will also be a central theme in the big fall catalog out next month.