Saks unveils new men’s shopping destination
Saks is doubling down on its men's business — online and in-stores.
The luxury retailer has unveiled a new men's shopping experience on the renovated seventh floor of the Saks Fifth Avenue flagship in New York. It also has expanded its menswear assortment online as part of its ongoing commitment to its men's business.
The 40,000-sq.-ft. destination features a curated selection of men's ready-to-wear by emerging designers and established brands. It also boasts 19 new shop-in-shops by key men's brands including Louis Vuitton, Celine, Dior Men, Gucci, Moncler and more, along with Burberry's first concept shop in New York City. The shop reflects the design of the brand's Sloane Street flagship store in London.
"Our men's business has experienced significant growth over the past several years, and Saks continues to be the destination that shoppers look to for the latest in men's luxury fashion," said Tracy Margolies, chief merchandising officer at Saks. "While we remain focused on expanding our online offering and creating an unparalleled assortment of men's fashion and accessories on Saks.com, our stores remain a crucial part of the Saks Fifth Avenue ecosystem.”
[Read More: Big Split: Saks Fifth Avenue stores, online site becoming separate companies]
Store Design
The Saks Fifth Avenue store planning and design team collaborated with architecture, engineering and interior design firm Highland Associates to update the floor and showcase the offerings in an elevated, easily navigable setting. A modern staircase with dichroic glass connects the sixth and seventh floors to create a seamless men's shopping experience.
The previously-blocked windows along Fifth Avenue have been opened and restored to flood the space with natural light. Additionally, the floor features extended aisle paths and new lounge seating areas.
A centrally located atrium space will showcase emerging designers and new-to-Saks brands on a rotating basis.
“The new men's floor in New York reinforces the power of the in-store experience and exemplifies Saks' reputation as a fashion authority,” Margolies said.
Men’s Only Brand Ambassador Program
The retailer has also launched an invite-only men's brand ambassador program called The Saks Man to further connect with men's customers through unique digital content and in-person experiences. The program comprises a diverse group of influential men who serve as brand ambassadors for Saks by promoting the digital luxury platform's marketing campaigns and product launches, creating custom content for Saks' digital channels, and attending and hosting both virtual and in-person events.
The members of the group come from a wide range of industries including sports, entertainment, business, activism and more. The new group complements Saks' existing women's brand ambassador program, Saks Social Club.
Digital
Saks said it added more than 125 brands to its men’s assortment on its digital platform. The platform now features a dedicated men's home page, providing tailored product recommendations and curated content such as trend stories and influencer-curated product arrays.