In 2021, Saks went all in on digital. The plan was to rapidly acquire customers and evolve the brand from a legacy department store into the leader in online luxury. I started by defining the new foundations of the brand, based on extensive customer research and a goal of driving brand consideration. The new Saks identity boasted a colorful visual signature, a novel approach to typography and design, an upgraded and sustainable packaging program, and a more relatable sensibility built to resonate across everything from social media to events to personalization.
IMPACT
• New customers are 5 years younger & more diverse.
• Enhancing the brand resulted in organic unpaid saks.com traffic rising 40%.
• Our packaging is luxe, 100% recyclable and responsible for driving our NPS up 11 points.
• Saks Fundamentals are now embedded in the culture, from corporate strategy to reviews.
• Saks was named Luxury Retailer of the Year for three straight years.
• New customers are 5 years younger & more diverse.
• Enhancing the brand resulted in organic unpaid saks.com traffic rising 40%.
• Our packaging is luxe, 100% recyclable and responsible for driving our NPS up 11 points.
• Saks Fundamentals are now embedded in the culture, from corporate strategy to reviews.
• Saks was named Luxury Retailer of the Year for three straight years.
Site Content
Social Media
Display & Social Advertising
Fashion Books
Brand Imagery
Print Advertising
Packaging
In-Store
