We were asked to develop a brand positioning and platform for Saks Off Fifth that closely aligns with the target customer segment - the Trend Devotee, clearly communicates the brand evolution and sets the internal team up for success on future initiatives.
With these in mind, I helped develop key language positions and an overarching brand manifesto rooted in the Saks Off Fifth customer embracing their "off- ness": leaning into the unexpected, embracing self-expression and inclusion, in line with modern luxury.
Because the Trend Devotee is committed to curation. To them, it’s not just about curating the perfect outfit, look or closet. It’s a curation of their own self-expression of identity, using their clothes and accessories as a canvas for their expression.
This is where fashion takes off.