Saks Fifth Avenue Revamps Catalogs and More

Saks Fifth Avenue debuted a host of visionary new branding initiatives, including reimagined Women's and Men's catalogs, all-new packaging and the launch of a new personal shopping service that travels to customers from the New York store. These initiatives, jointly led by Saks President Marigay McKee and Chief Marketing Officer Mark Briggs, leverage Saks Fifth Avenue's heritage of pairing fashion and glamour with unique experiences.

"We want to live the legacy of Saks Fifth Avenue, to celebrate its history but with a refresh and modernization," says Marigay 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 - we want to leave the customer breathless."

The Revolutionized Catalog

This new direction begins with a fresh approach to catalogs. The Men's and Women's Fall Fashion Books (in-home September 3) now feature a more editorial feel. Much like the opening pages of a magazine, the front-of book section entitled 'Word on the Avenue' begins the catalog with a news section heralding brand launches, emerging designers, trend information, interviews and more.

"When you open the new catalog, there is now a visceral experience, sparked by superbly styled photography and an inviting editorial layout that allows you to linger on the page," says Mark Briggs, Chief Marketing Officer. "The new format allows us to better inspire."

Each book boasts beautiful fashion stories featuring an elevated selection of product from top designers, all shot and styled by some of the top talent in fashion. Fashion Editors contributing to the women's book include Giovanna Battaglia, Kate Young, Lori Goldstein, Katie Mossman and Jenny Capitain. Photographers include Emma Summerton, Chris Colls, Yelena Yemchuk and Julia Noni. Contributors to the men's book include Nick Sullivan, Michael Nash, Tony Irvine and photographers Phil Poynter, Gavin Bond and Greg Harris. This new creative vision will be extended into an all-encompassing customer experience - woven into in-store visual displays and reinforced in digital marketing campaigns.

The Personalized Shopping Experience

The Personalized Shopping Experience offers an extremely intimate shopping service customized to meet each customer's unique shopping needs. The Personal Shopping Experience will travel to customers at their home or office, operating out of a Saks Fifth Avenue branded Merecedes-Benz Sprinter van accompanied by a chicly uniformed attendant and Personal Shopper. The van will arrive at its appointments stocked with merchandise personally selected to service that customer; its services will include stylist consultations, beauty consultations and tailoring. Appointments can be booked through Saks Fifth Avenue's Fifth Avenue Club or 212.940.4200.

Revamped Packaging

With the goal of underscoring Saks Fifth Avenue's globally recognized iconic logo and signature black and white colors, Saks is introducing a new program of timeless packaging. A clean and distinctive Saks Fifth Avenue script logo will be the hero of Saks shopping bags and gift boxes. The classic yet modern black and white treatment will remain unchanged throughout the year. The instantly recognizable Saks packaging will be punctuated during key event periods such as holiday with a custom snowflake ribbon or Valentine's Day with a red ribbon. The packaging will make its debut October 16 in celebration of Saks Fifth Avenue's new store opening in Sarasota, and will arrive in all stores for the Holidays.