Luxe 2.0 - Marketing digital - E-commerce

Department store chain Saks Fifth Avenue is rounding out its omnichannel offerings with the launch of its discount store Saks Fifth Avenue Off 5th’s ecommerce site that is likely to attract aspirational consumers and possibly create brand loyalists.

The brand plays off the theme of Sporty Sexy Glam by sharing various content showing the moods expressed by the three fragrances in the collection. By highlighting the differences in the collection it allows consumers to personalize their experience by finding a product that fits their personality.

The contest calls for consumers to submit images of the night sky as a way to promote its Beoplay A9 Nordic Sky edition. Using social media platforms in a fan-driven, creative way is likely to generate interest in the brand among dedicated customers and aspirational consumers.