Saks focuses on men with new ambassador program

Dive Transient:

  • Saks Fifth Avenue has launched a 40,000-square-foot men’s searching spot on the seventh ground of its flagship retailer in New York Town, the retailer announced Friday. The place will feature additional than 70 brands, which includes Gucci, Louis Vuitton, Dior Guys and Celine. 
  • The space will have 19 new shop-in-stores featuring manufacturers like Balenciaga, Bottega Veneta, Burberry, Fendi and Givenchy. The retailer stated it will open up an Off-White shop-in-shop in February and a Saint Laurent Paris one particular in March.
  • Saks has also designed “The Saks Person,” an invite-only men’s ambassador system. As component of the initiative, the retailer will enlist influential men to promote its advertising and marketing strategies and products launches, make written content for its on the internet viewers, and go to or host in-particular person or on the web occasions.

Dive Perception:

Saks is building out its men’s presenting via a new searching knowledge, expanding its assortment and integrating unique significant-stop luxurious shop-in-stores on the seventh ground of its flagship retailer in New York.

The retailer is debuting Celine Homme’s initial shop-in-store in the U.S. and Burberry’s very first New York Town strategy store that draws inspiration from its flagship retail store on Sloane Avenue in London. It really is also showcasing emerging designers and new-to-Saks brand names at the retail store on a rotating foundation, commencing with Bode, Maison Margiela and Louis Vuitton, amid some others.

To rejoice the ambassador program launch and the menswear area debut, the retailer hosted a non-public tour of the area and a cocktail party with basketball player James Harden and other “The Saks Man” ambassadors. 

“Our men’s small business has knowledgeable significant advancement over the earlier quite a few several years, and Saks proceeds to be the desired destination that purchasers glimpse to for the hottest in men’s luxury trend,” Tracy Margolies, main merchandising officer at Saks, stated in a statement. “Whilst we stay targeted on increasing our on the internet featuring and developing an unparalleled assortment of men’s style and components on, our shops continue to be a critical portion of the Saks Fifth Avenue ecosystem. The new men’s floor in New York reinforces the electric power of the in-store practical experience and exemplifies Saks’ reputation as a vogue authority.”

In 2021, HBC, Saks’ dad or mum business, decided to individual the brick-and-mortar and e-commerce businesses for Saks, Saks Off Fifth and Hudson’s Bay — a shift that traders hoped would produce price in several years to arrive.

But as e-commerce providers battle with falling need, HBC’s electronic companies have cut their workforce. A spokesperson verified to Retail Dive this thirty day period that laid off 100 workforce, 50 % of whom have been in tech, which represented 3.5% of its employees. Moreover, The Bay, the e-commerce firm affiliated with Canadian division retail store Hudson’s Bay, cut fewer than 2% of its corporate staffers, and Saks Off Fifth’s e-commerce internet site also let go of an undisclosed amount of workers.

Previously this month, Nordstrom announced its own ambassador system. The retailer is collaborating with retailer stylists across its top rated 20 markets in the U.S. and Canada, which includes New York, Chicago, Detroit and Toronto. The collaborating ambassadors will emphasize the Nordstrom searching working experience as a result of social media, gatherings and other channels.

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