The Fall 2023 campaign expanded Saks OFF 5TH’s focus beyond a single customer lens to speak to two core mindsets: the fashion enthusiast treating themselves and the bargain seeker chasing the best deal. Strategically, the goal was to keep Saks OFF 5TH the hero while emphasizing access to coveted designer brands at unbeatable value.
One overarching narrative flexed through casting, styling, and product emphasis—shifting details to align with customer priorities across segments. The creative spilled into city streets with bold graphics, from logo stickers to mock newspaper ads and sidewalk graffiti, injecting fresh energy into the Where Fashion Takes OFF platform while underscoring both luxury and value.
Executed as a 360° seasonal refresh spanning video, paid media, OOH, in-store, email, digital, and social, Fall 2023 balanced concise messaging with expressive visuals. Developed in close collaboration with the brand’s in-house creative team, the campaign evolved Saks OFF 5TH’s voice with sharp, segment-specific storytelling that carried the rebrand forward with cultural relevance.
One overarching narrative flexed through casting, styling, and product emphasis—shifting details to align with customer priorities across segments. The creative spilled into city streets with bold graphics, from logo stickers to mock newspaper ads and sidewalk graffiti, injecting fresh energy into the Where Fashion Takes OFF platform while underscoring both luxury and value.
Executed as a 360° seasonal refresh spanning video, paid media, OOH, in-store, email, digital, and social, Fall 2023 balanced concise messaging with expressive visuals. Developed in close collaboration with the brand’s in-house creative team, the campaign evolved Saks OFF 5TH’s voice with sharp, segment-specific storytelling that carried the rebrand forward with cultural relevance.
