When I took over as Creative Director of Saks Fifth Avenue's off-price business, a decade of revolving marketing strategies had left the brand without a clear voice or identity. Our research showed that we lacked brand awareness, and even those customers who knew us were confused about everything from our offerings to our name.
The brand needed a solid foundation, so our first move was to clarify who we were and what our relationship to Saks was, using simple terms. This resulted in a new brand tagline:
That line and its "____ For Less" variants would anchor nearly every communication throughout the year.
We simplified our name and logo to read "Saks OFF 5TH"—which was already our url and what most customers called us anyway.
The change significantly increased legibility for viewing on a phone or from across a parking lot.
The change significantly increased legibility for viewing on a phone or from across a parking lot.
We redesigned the website to be an easily shoppable mix of fashion and hard-hitting promotions,
setting the stage for many seasons of double-digit growth.
setting the stage for many seasons of double-digit growth.
In Fall 2019, we combined an elevated photography approach with very accessible clothing.
In spring 2020, our look became even brighter, more optimistic and approachable.
During holiday and other gifting moments, we focused on products with recognizable logo and design elements,
underscoring our key competitive advantage: we offer true designer products at a value.
underscoring our key competitive advantage: we offer true designer products at a value.
