Saks Fifth Avenue for spring will reprise "Want It," a chain-wide promotion built upon what the retailer considers the must-have items and most important trends of the season.
The "Want It" campaign made its debut in the fall and was a major factor in lifting Saks' performance at the time. The company posted a 9.9 percent comparable-store sales increase in the fourth quarter and an 8.8 percent gain in the third quarter. Also last year, Saks planted the seeds of a turnaround by streamlining management after having too many executives at the top rungs, broadening its appeal to win back customers, and by adapting the assortments on a store-by-store basis to better suit local preferences.
"‘Want It' takes what we want to do every season, which is edit the trends for the tastes and needs of our customers, and turns a spotlight on that edited list throughout our stores," Stephen I. Sadove, Saks chairman and chief executive, said in a statement.
For women, "Want It" this spring zeroes in on chic day dresses, cocktail dresses, platform shoes, flats, crisp white shirts, handheld bags, high-waisted belts, shorts and floral fragrances. In men's wear, the campaign focuses on navy blazers, sporty sunglasses, street sneakers, dressed-up shorts, classic swimsuits, rugby shirts, white jeans, short-sleeve shirts and seersuckers. The campaign officially starts on March 10.
Aside from adapting its list of must-haves for the spring, the second installment of "Want It" features black-and-white watercolor illustrations of the key items by artist Mats Gustafson, to underscore the must-haves are not restricted to one brand, but are available at all levels sold at Saks — bridge to designer. "All our customers will be able to find the things that help them start the spring season in style," said Sadove.
The campaign will figure prominently in the store's marketing and advertising efforts. The previous campaign in 2005, called "Wild About Cashmere," was marketing-driven and was not successful.
Said Terron Schaefer, Saks' group senior vice president of marketing and creative: "Our challenge is how to position the Saks point of view for the season, but first we have to make sure we're selecting the right balance of trends and timeless style for our diverse customer base."
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