Saks Direct President Denise Incandela came from McKinsey & Co., where she consulted on Internet retailing, to launch Saks Fifth Avenue's Web store in 1999. The operation numbers about 400 people, including fulfillment and customer service. This year it will be Saks' second-largest store after the Fifth Avenue flagship. Here, Incandela talks about video, social media, the economy, and Saks' innovative multichannel campaign with Theory, which concluded Monday.
WWD: How is Saks using video online?
Denise Incandela: The editorial portion of our site in the last year has really changed the way people shop. Especially video. Ninety-nine percent of our customers are now on high bandwidth connections. So it's more like TV and it's much closer to the in-store experience. We've incorporated video into our trend coverage. One thing we're doing that we're really excited about is designer interviews. For example, we had an interview with Christian Louboutin up in December. It generated over half a million dollars in sales. Think of it as a store personal appearance, but in the store only so many people get to go. This concept is taking technology and using it to expand beyond what we could do in the store.
WWD: Video is a big piece of your campaign with Theory.
D.I.: We're doing a promotion with Theory that is a multichannel event, which is why it's so powerful. You tell us your point of view on fashion. The winner will win a $3,000 shopping spree. We held events in five stores last month in the Theory areas. People could make a video in the booths. About half of the entries so far were submitted through the stores. About half were submitted through our outside partner Brickfish. [Entries can be viewed at the Brickfish site.] We also used Facebook. You can send a link [an application that shows the user's favorite Theory outfit] in Facebook. It's viral, you can pass on the link. We also had Theory video in New York store windows.
WWD: What are the results so far?
D.I.: We absolutely saw a lift on the in-store piece. For us, it was also a question of how do we reach a customer segment we're not reaching today. There is social media out there that we think is cannibalizing our shoppers' time. We need to be involved. Our online customer tends to be 10 years younger than in the store. Shopping used to be a form of entertainment and now with social media there's competition for that form of entertainment. We don't see a lot of retailers partnering with social media companies or sites.
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews
@prada is introducing a new project at its men’s fall 2018 show this Sunday: “Prada Invites.” The fashion house invited four celebrated creative minds – @ronanaerwanbouroullec, Konstantin Grcic, @herzogdemeuron and @rem.koolhaas – to each create a unique item with its iconic nylon material. The designs will be unveiled on the runway show, which will take place at the company’s warehouse in Viale Ortles 25. #wwdfashion #mfwm (📷: @martinocarrera)
@kering_official is spinning off its stake in puma in an effort to focus on its luxury brands, the brand operator announced yesterday. “We are proud to have supported the turnaround of Puma, which now has unrivaled capabilities to take full advantage of the specific dynamics of its global markets and is poised to achieve substantial growth,” said François-Henri Pinault, Kering’s chief executive officer and chairman. Artémis will become a “long-term strategic shareholder” of Puma with a 29 percent stake. #wwdnews #wwdfashion (📷: @jilliansollazzo)
The fashion world mourns for celebrated street style photographer, Nabile Quenum, who died at age 32 in Paris.
Quenum, creator of the fashion blog “J’ai Perdu Ma Veste,” was a fashion week fixture, and regularly shot for New York magazine’s The Cut, among other outlets, and brands such as Louis Vuitton, Moncler and Adidas. He was also actively involved in the #NoFreePhotos initiative, which kicked off in the fall. Read more about Quenum in @kbsmoke's story on WWD.com. #wwdnews
@verwanggang and @maisonladuree have teamed up on a dessert collab called Vera Wang Pour Ladurée. The collection, which launched this week, features a specialty macaroon, as well as a wedding cake inspired by one of the designer’s gowns. “I could not imagine a more delicate or sophisticated creation to grace any couple’s celebration,” said Wang. #wwdfashion