INTEGRATED & DIGITAL
Marketing
Empire x Saks Fifth Avenue
Role: Fashion Director
This video shows a Fox 5 News interview with me for a segment on The Perfect Fit: Empire Edition
Objectives
Fox Television asked me to partner with them on the Season 2 launch of their #1 hit series, Empire. I saw this as an opportunity for Saks to reach an audience that the company had never spoken to and engaged with directly before. My objective for the Empire campaign was to tap into the television show's cultural relevance, excitement, and the synergy between the designer brands worn on the series and sold at Saks. In addition, I aimed to develop an integrated campaign that would generate buzz in the media and attract a new customer base to the store.
Actions
Produced a multi-platform partnership for both women's and men's departments that included "Empire-themed" windows at the New York and Beverly Hills flagship stores. Featured Empire on the cover and inside the Saks Fall magalog, saks.com, and social media channels. Ran a contest where the winner of "How to Build an Empire" got a behind-the-scenes tour of the show. Curated product selection of brands that represented Empire's aesthetic. Highlighted the collections with visual displays in select Saks stores nationwide and on saks.com. Hosted a VIP party for the show's entire cast with a step-and-repeat red carpet along 5th Avenue.
Results
Mass fanfare along the store's perimeter on 5th Avenue as the crowds cheered for the cast. Generated excitement with customers in the store and online. Grew Saks's customer base with new loyal shoppers. Received positive press on all media platforms for the relevant partnership.
The Wellery @ Saks Fifth Avenue
Role: Fashion Director
This video shows an ABC 7 News interview with me for a segment on The Wellery.
Objectives
My objective for this project was to fill a 16,000 square foot floor in the Saks Fifth Avenue flagship store with something unexpected and experiential during a six-month renovation. The theme would focus on Wellness — a burgeoning global trend. I worked with a small committee to find unique and trendy wellness brands. Our mission was to make sure the brands could build their shop, fill it with inventory, and provide training for the sales associates. The goal was to open the floor to the public in four months.
Actions
Curated 18 health and wellness brands to build what Saks named The Wellery, a healthy-living playground of unique pop-up shops. Created a pitch deck to present to brands to entice them to participate in the project. Negotiated the deals. Created a full-throttle, totally immersive experience, which combined mini fitness studios, athleisure shops, and natural beauty spas into one feel-good package. Partnered with premier wellness website Well + Good to promote the opening event.
Results
Opened the floor to the public on time and budget. At the opening event, nearly 2,000 healthy-living enthusiasts poured into Saks Fifth Avenue for the launch — a rarity for any in-store event. Generated positive press, which created buzz and excitement for the store. Reached a new audience of health enthusiasts and inspired existing customers to engage with the Saks brand in a way they had never done before.
Italian Style | Father's Day
Role: Fashion Director
This video shows one of three campaigns created to promote the campaign on social media. Here we talk about stylish packing tips.
Objectives
My main objective for the Saks' Father's Day campaign was to drive full-price sales during the traditionally quiet month of June when many stores go on sale. My goal was to create something different from the traditional Father's Day "Dads and Grads" promotions. In addition, I aimed to make this a fashion-forward campaign and tap into the #menswear movement to attract a new type of customer.
Actions
Partnered with Pitti Uomo, an iconic Italian menswear show known for its "sprezzatura" style and influential audience. Secured funding and additional support from the Italian Trade Agency. Negotiated the artist partnership details while in Tokyo for fashion week. Tapped into my network of designers, bloggers, and style icons to offer style tips and support our event in Italy. Created an exquisite catalog, directed social media campaign, hosted VIP cocktail party. Back home, directed windows and in-store visual presentations for all Saks stores nationwide. Sent out corporate directives across all channels.
Results
Drove sales up 11% from the previous year. Improved full-price margins. Reached a broader, more fashion-forward audience. Created a more robust, elevated, and luxurious catalog. Inspired younger male customers to engage with the Saks men's department.