Saks Off 5th rebrands to expand reach
Saks Off 5th is updating its brand identity to appeal to younger, fashion-minder customers.
The luxury off-pricer unveiled its spring marketing campaign and new brand tagline, “Where Fashion Takes Off.” The campaign highlights inclusiveness and diversity with fresh, youthful imagery. It is marked by the brand’s evolved visual identity with a refreshed color palette and a new Saks Off 5th logo that has been slightly updated while staying true to the brand’s history.
The updated brand positioning follows the separation in June 2021 of Saks Off 5th’s e-commerce and brick-and-mortar businesses into two separate companies. The company received a $200 million equity investment in a round led by Insight Partners.
“Today, more than ever, fashion is celebrating the individual – leaning into a world of self-expression and inclusion where you’re free to be whomever you want,” said Sara Griffin, senior VP, marketing, Saks Off 5th. “At Saks Off 5th we’re focused on inspiring our customers to be their authentic selves through fashion and providing them with access to a compelling assortment at great prices.”
Saks Off 5th said it conducted extensive market research during the past year to more completely understand its target customer base. The research revealed a significant opportunity to appeal to a younger, fashion-minded core customer that is a growing segment for Saks Off 5th.
“This customer loves to shop, find great deals and stay on top of the latest trends, using fashion as an outlet for their personality and point of view on life,” the company stated. “Saks Off 5th’s evolved brand positioning was created with this customer in mind.”
Saks Off 5th has approximately 100 stores in the U.S. and Canada.