OOZE MAGAZINE - issue 01 03:22

Fashion • Saks Off Fifth
The Saks Off Fifth Spring Campaign
Targets Younger Generation
Discount designer retailer Saks Off Fifth has organized
customer research in the past few years, surveying about
5,000 fashion and luxury customers on their shopping
habits on various categories. Results portrays that a
younger, fashion-forward consumer is becoming the
focus for the brand’s Spring 2022 campaign, which also
introduces a brand-new tagline and refreshing look.
Customers love shopping and find great deals, staying
on top of all the latest trends and they simply love
brands. Saks Off Fifth SVP of marketing Sara Griffin
explained, "We really took our inspiration from the idea
that we want to have this moment of energy and levity
and self-expression coming out of the last two years of
the pandemic and knowing what really speaks to our
customer and that desire to really live their lives out
loud.”
In addition, Saks Off Fifth has revived its art
direction, with the typeface of its logo renewed, and
is embracing a more vibrant colour palette. The
refreshed “Where Fashion Takes Off ” tagline speaks
directly to core customers who treat shopping as a
hobby and fashion as a way of expressing themselves.
The campaign will play out on all of Saks Off Fifth’s
channels, especially increasing its new media
investment including TikTok, Snapchat, online video
and audio, as well as podcasts till the end of March.
The campaign is kicking off on social media as a new social investment, including TikTok and Snapchat to connect with the younger generations.
(Photos by Saks Off Fifth)