SAKS FIFTH AVENUE COLLECTION
CHALLENGE | Saks had long supported a number of men's private label clothing categories, but with no cohesive strategy or brand identity to unify them.
PRODUCT DEVELOPMENT | I built a unified brand identity for the new Saks Fifth Avenue Collection. Working with the product development teams to prioritize one killer feature for every piece (the type of Egyptian cotton, the novel cut of the shirt, the Italian silk, etc.), we brought those singular features to life on signage, in catalogs, and on beautifully printed hangtags under the statement "Know What You're Wearing", creating an easy-to-digest focus on quality that never got too granular.
IMPACT | The Saks Fifth Avenue Collection became our #1 menswear brand within 18 months of launch, growing to be 20% of the total men's business.
CHALLENGE | Saks had long supported a number of men's private label clothing categories, but with no cohesive strategy or brand identity to unify them.
PRODUCT DEVELOPMENT | I built a unified brand identity for the new Saks Fifth Avenue Collection. Working with the product development teams to prioritize one killer feature for every piece (the type of Egyptian cotton, the novel cut of the shirt, the Italian silk, etc.), we brought those singular features to life on signage, in catalogs, and on beautifully printed hangtags under the statement "Know What You're Wearing", creating an easy-to-digest focus on quality that never got too granular.
IMPACT | The Saks Fifth Avenue Collection became our #1 menswear brand within 18 months of launch, growing to be 20% of the total men's business.
NOMINEE
CHALLENGE | Our merchants recognized a post-pandemic white space in the market for men's private label merchandise that had an edgier contemporary vibe.
CHALLENGE | Our merchants recognized a post-pandemic white space in the market for men's private label merchandise that had an edgier contemporary vibe.
PRODUCT DEVELOPMENT | The creative team developed a strong name and wordmark that would also become a signature design element of the new brand.
IMPACT | The line became a cult favorite, eventually expanding to women's clothing and off-price channels.
IMPACT | The line became a cult favorite, eventually expanding to women's clothing and off-price channels.
SAKS SVNR SHOP
CHALLENGE | Many Saks visitors want to quickly visit and experience the store but don't end up buying.
PRODUCT DEVELOPMENT | We built out a designer "Souvenir Shop" titled SVNR, with cheeky luxury product sourced from a variety of vendors, all echoing traditional tourist trap items. Highlights included a luxe The Strand Bookstore tote, unique designer Yankees caps, and designs based on vintage Saks shopping bags.
IMPACT | The rollout was a hit, becoming a mainstay on the ground floor in our NYC flagship. We finally had an entry price-point offering to help tourists be a part of the Saks experience without denigrating the brand.
CHALLENGE | Many Saks visitors want to quickly visit and experience the store but don't end up buying.
PRODUCT DEVELOPMENT | We built out a designer "Souvenir Shop" titled SVNR, with cheeky luxury product sourced from a variety of vendors, all echoing traditional tourist trap items. Highlights included a luxe The Strand Bookstore tote, unique designer Yankees caps, and designs based on vintage Saks shopping bags.
IMPACT | The rollout was a hit, becoming a mainstay on the ground floor in our NYC flagship. We finally had an entry price-point offering to help tourists be a part of the Saks experience without denigrating the brand.
HOLIDAY BEAUTY COLLECTIBLES
CHALLENGE | Saks wanted to capitalize on our position in the beauty industry, with access to all the top beauty brands but no standout private label beauty product.
PRODUCT DEVELOPMENT | We began producing private label holiday collectibles with a strong Saks POV. The star product is an advent calendar filled with samples, sourced by the buyers from the top names in beauty. Each year features a clever design, featuring a unique illustration of our Fifth Avenue flagship store.
IMPACT | The item quickly became one of our top sellers and a true collectible, selling out every holiday season.
CHALLENGE | Saks wanted to capitalize on our position in the beauty industry, with access to all the top beauty brands but no standout private label beauty product.
PRODUCT DEVELOPMENT | We began producing private label holiday collectibles with a strong Saks POV. The star product is an advent calendar filled with samples, sourced by the buyers from the top names in beauty. Each year features a clever design, featuring a unique illustration of our Fifth Avenue flagship store.
IMPACT | The item quickly became one of our top sellers and a true collectible, selling out every holiday season.
