Saks includes online storefronts, influencers in fall campaign
Saks is including curated online shopping as part of its fall 2023 promotional push.
The luxury e-commerce platform, which was split off from the Saks Fifth Avenue brick-and-mortar retail business by parent company Hudson’s Bay Company (HBC) and venture capital firm Insight Partners in March 2021, said in an announcement emailed to Chain Store Age that it is focusing on providing unique content on and beyond the Saks.com e-commerce site to support ts fall 2023 campaign.
For the campaign, Saks senior VP and fashion director Roopal Patel will highlight the season’s top trends — and how to style them — in a virtual live shopping event on the Saks Live digital events platform on Tuesday, Sept, 5, at 4 p.m. EST.
The 360-degree campaign will also include an editorial feature on “The Edit,” the Saks online editorial hub for fashion news and style suggestions, on Saks’ social media channels, and in Saks’ printed fall 2023 "Fashion Book."
Details of other key campaign features are below.
Curated online shops
Saks Curated Shops will include online storefronts specialized by theme. Personality-focused shops like “Shop by Sign” and “Revenge Dressing” are designed to help customers find items tailored to their personalities and lifestyles; while shops like “Understated Luxury” and “Fall Wardrobe Refresh” are focused on current fashion trends.
Occasion-based shops like “Back to School” and “It’s a Date” are designed to help customers find items for major fall occasions. The curated shops will rotate on an ongoing basis on both the women’s and men’s homepages, allowing Saks to stay up to date with trends and provide hyper-specific product recommendations for all customers.
New York Fashion Week influencer partnerships
During September, Saks will partner with TikTok influencer Christina ‘Tinx’ Najjar to create custom content showing what a day in the life of a content creator looks like at New York Fashion Week with Saks. Customers will get a behind-the-scenes look at Najjar getting ready for and attending the week’s fashion shows in outfits from Saks.com.
[Read more: Saks expands influencer marketing to TikTok]
Fall podcast partnerships
In fall 2023, Saks is expanding its podcast advertising strategy and adopting a new format for digital audio advertisements. The retailer will expand its presence on podcasts within the pop culture genre, including Spotify's “Anything Goes with Emma Chamberlain” and Alex Cooper's “Call Her Daddy."
In addition, Saks will partner with Dear Media's “The Toast” by Jackie and Claudia Oshry, and “Scheananigans” with Scheana Shay, among others. Saks will work with these new podcast partners to create personalized ads.