This fall, Saks will unveil a new après ski-themed contemporary initiative called Saks Lodge.
Saks Lodge will be a 360-degree campaign that will include the launch of new brands and exclusive items, as well as in-store events and animation, a dedicated section on saks.com, and a special window installation at the Saks New York flagship. It launches at saks.com today and within select Saks stores on Wednesday.
Kelsey Lyle, contemporary fashion director at Saks, said, “For contemporary, we’re always looking to create this new experience for our customer on the floor, whether it’s a space for the customer to explore, find new brands, exclusive product and to be inspired. This season, we were really loving this ski-lodge theme.” The retailer opened Le Chalet, which is a little restaurant and bar downstairs within L’Avenue at the flagship.
“We wanted to curate products around this theme,” she added. Since the idea is more Northern-focused, they chose branches that carry a lot of outerwear brands, as well as cozy knit brands.
With more than 35 brands participating, the Saks Lodge offerings will include women’s contemporary ready-to-wear, shoes and accessories, as well as home and giftable items for women and men.
Among those firms creating exclusive merchandise for Saks Lodge are Baum und Pferdgarten, Staud, Lindsey Thornburg, LoveShackFancy, Frame, Perfect Moment, Threads of PRVLG, 360 Cashmere, Helmut Lang, Michelle Waugh, The Mighty Company, Theory, Rails, 3.1 Phillip Lim and Derek Lam 10 Crosby.
Products include Frame sweatshirts that say Après Ski and Ski Bunny, as well as Threads of PRVLG hat, gloves and sweater, and Lindsey Thornburg’s exclusive cloaks. Four of the Saks Lodge brands are new to Saks, including Michelle Waugh, Perfect Moment, Lindsey Thornburg and Threads of PRVLG. Fine & Raw will have custom Saks Lodge chocolate bars, available in-store only.
The price range runs from $8.50 for the custom Saks Lodge chocolate bars to $2,795 for Michelle Waugh’s exclusive coat.
Participating doors are New York; Beverly Hills; Boston; Greenwich, Conn.; Houston; Huntington Station, N.Y.; San Francisco, and Troy, Mich.
Asked what she anticipates it will do for business on the contemporary floor, Lyle said, “I think it will really just surprise and delight the customer, and get them excited to find all these new brands and exclusive items. I think this is a special space that they’ll be excited to walk into and find all these great and create an experience for them. It’ll really appeal to women shopping and looking for gift-giving at this time.”
In-store events are planned in New York on the fifth floor. They include:
• Oct. 12, (2 to 6 p.m.): A Frame event with sweater-inspired sugar cookies.
• Oct. 17 (6 to 8 p.m. ): Shopping and client walk-throughs with Michelle Waugh.
• Oct. 19 (1 to 5 p.m.): Coat personalization with Michelle Waugh (complimentary with purchase).
• Oct. 26 (1 to 4 p.m.): Theory event with hot chocolate and s’mores.
• Oct. 26 (1 to 4 p.m.): Birkenstock hand-painting by @itsbysam (complimentary with purchase).
From Oct. 8 through 21, the 49th Street windows of the Saks flagship will be dedicated to Saks Lodge. The installation will depict five après ski-themed scenes featuring Saks Lodge merchandise. The Saks Lodge pop-up in The Collective on the fifth floor will be open beginning Oct. 9 through Nov. 2.
A dedicated Saks Lodge section will be live on saks.com from Oct. 7 through Nov. 4.