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02/08/2022

Saks launches digital spring campaign across platforms

Dan Berthiaume
Senior Editor, Technology
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Saks spring 2022
Saks spring 2022 campaign star Lupita Nyong'o.

Saks’s new digital-first, 360-degree spring 2022 campaign features unique content across Saks-owned channels and partner platforms.

The luxury e-commerce platform, which was split off from the Saks Fifth Avenue brick-and-mortar retail business by parent company Hudson’s Bay Company (HBC) and venture capital firm Insight Partners in March 2021, is including multiple digital components in the campaign.

Components include interviews and videos on the retailer’s social media channels and main homepage; as well as a dedicated email campaign, an exclusive feature in the Saks editorial hub The Edit, a spread in the March issue of “Vogue,” and custom content on harpersbazaar.com. In addition, the “Saks It List” is found on Saks.com and each season outlines trends, highlighting what is breaking through the fashion scene

Top trends Saks is showcasing for the spring season include “barely there” tops, cutouts, shoulder bags and short suits. To accompany the “Saks It List” custom playing cards inspired by the season's styles and designed by illustrator Dai Ruiz were sent to select Saks clients.

The campaign stars Academy Award-winning actress and star of the upcoming film “Black Panther: Wakanda Forever,” Lupita Nyong'o. A video interview with Nyong'o is available on Saks' Instagram channel and can be found on Saks.com in The Edit. For men's spring styling, The Edit also features professional skater Boo Johnson showcasing top men's styles from top designers.

Saks is stepping up its digital activities as it is also seeing financial growth. The company recently launched a new Wellness Shop on the Saks.com e-commerce site. At the time of the split, the Saks e-commerce business was valued at $2 billion. A planned IPO, which could take place in the first half of 2022, is targeting a valuation of some $6 billion, according to a report from the Wall Street Journal.

The online luxury retailer has also closed on a syndicated $350 million, asset-based five-year revolving credit facility arranged by Bank of America and a $115 million senior secured term loan arranged by Pathlight Capital LP. The May 2021 financing came as online sales, which took off during the pandemic, continued to boom, particularly in the luxury sector.

"Saks resides at the crossroads of fashion and technology," said Emily Essner, chief marketing officer, Saks. "We're thrilled to share compelling content and meaningful stories from the digital spring campaign with our customers. We know our unique take on fashion's top trends as told through vivid storytelling and stunning visuals of our campaign star, strongly resonates with the Saks audience."

"I approach my red carpet style with curiosity and a sense of humor," said Nyong’o. "I love dressing up, it just reminds me of being a kid and coming up with outfits from sheets and towels and things. It's a chance to make believe and to just live at a higher level. So, I have fun with it."

"As a fashion authority, Saks strives to bring new, exciting and unique voices in design to our customers and this season is no exception," said Tracy Margolies, chief merchandising officer, Saks. "We are dedicated to providing the very best assortment and this campaign reflects the fun trends of the season to come."

The Saks website and app offer seamless connection to a network of 41 Saks Fifth Avenue stores across North America.