The Spring 2024 campaign expanded Saks OFF 5TH’s storytelling to a broader audience, balancing luxury appeal with accessible price points. At a time when consumers were cautious with spending, the strategy emphasized approachable designer style and the brand promise of up to 70% off—keeping value front and center without alienating deal-conscious shoppers.
Set in a whimsical, fairytale-inspired Saks OFF 5TH land, the campaign mixed playful storytelling with bold value cues. Oversized inflatable letters spelling “up to 70% OFF” and lush poolside greenery created striking backdrops that reinforced both value and style while maintaining a sense of fun and escapism.
Rolled out as a fully integrated 360° campaign across video, paid media, OOH, in-store, direct mail, digital, and social, Spring 2024 demonstrated how Saks OFF 5TH could extend its brand world to a wider mix of customers while keeping fashion-forward storytelling at its heart. Developed in close collaboration with the brand creative team, the campaign translated the freshness and optimism of spring into a cohesive seasonal story.
Set in a whimsical, fairytale-inspired Saks OFF 5TH land, the campaign mixed playful storytelling with bold value cues. Oversized inflatable letters spelling “up to 70% OFF” and lush poolside greenery created striking backdrops that reinforced both value and style while maintaining a sense of fun and escapism.
Rolled out as a fully integrated 360° campaign across video, paid media, OOH, in-store, direct mail, digital, and social, Spring 2024 demonstrated how Saks OFF 5TH could extend its brand world to a wider mix of customers while keeping fashion-forward storytelling at its heart. Developed in close collaboration with the brand creative team, the campaign translated the freshness and optimism of spring into a cohesive seasonal story.
