Skip to main content

Luxury Daily Newsletter

LuxuryDaily.com Newsletter


Saks ups commerce-driven email strategy via monthly trend report

By 
January 11, 2013
Saks' The Trendcaster monthly e-newsletter
Department store chain Saks Fifth Avenue is upping its email strategy to cater to fashion-minded, female customers through a new monthly, product-focused newsletter.
The first volume of The Trendcaster newsletter was sent out to Saks’ list Jan. 9. The newsletter presents one must-try trend of the season as well as three additional trends and links to a page on Saks’ ecommerce site that pushes specific products.
“Our customers are confident in our take on the season’s hottest trends, so we wanted to provide an ongoing, shoppable dialog with them that showcases how to interpret trends across varying product categories and designers,” said Kinjil Parikh, vice president of digital marketing at Saks Fifth Avenue, New York.
Shop by trendThe first issue of The Trendcaster appeared in recipients’ inbox with the subject line, “Introducing The Trendcaster: What will be hot next.”
The format of the e-newsletter is similar to that of a newspaper. A header at the top of the email shows the volume number and month.
Saks is presenting the new email campaign as “our monthly download of what’s ready to be hot.”
This month’s key trend is Optic White. Three additional trends are In Bloom, Pop-up Color and The Architect.
The focal point of the email is an image of a model on the runway who is wearing circular sunglasses, a white, structured dress and white, midrise boots.
The email also shows three items that align with the trend that surround the runway image.
The Trendcaster email 
Saks is encouraging recipients to click on the email with the call to action “Shop the Event” so that they land at The Trendsetter page on Saks.com.
The page presents six items that fall under the Optic White trend including the three apparel items from the email.
Items include Raoul’s Carmen Poplin Dress for $385, Halston Heritage’s Cascading Ruffle-Detail Peplum Top for $295, Equipment’s Colorblock Silk Shirt for $228, Alexander Wang’s Split-Back Bib Shirt for $380, Opening Ceremony’s Beaded Cropped Sweater for $335 and Theory’s Zorina Lace Shirt for $255.
Optic White on Saks.com 
Users can click on each item to read product details and add it to their shopping bag in a window over The Trendcaster page. They can also click “Shop Now” to browse additional items.
Product details
Next are items that represent the In Bloom, Pop-up Color and The Architect trends.
In Bloom items include a Prabal Gurung floral shirtdress for $1,595 and a Diane von Furstenberg sequin clutch for $345. Once more, users can click to browse additional items.
Pop-up Color items are brightly-colored accessories from brands such as Marc by Marc Jacobs, Alexander Wang, Reed Krakoff and Giuseppe Zanotti.
Items that represent The Architect trend are geometric jewelry by Kelly Wearstler, A.L.C. and Etten Eller.
Trends on Saks.com 
Style expertsQuite a few luxury marketers take it upon themselves to offer style advice to a certain group of consumers so that they look to the brand not just for the latest products, but for up-to-date advice.
For example, men’s online retailer Mr Porter is showing affluent males how to dress for parties through its first iPad application that acts as an interactive magazine and video hub centered on the tuxedo.
The Tux app is split into four chapters that each focuses on a different aspect of wearing a tuxedo. The magazine-style app asserts the retailer as an authority on black-tie menswear (see story).
In addition, London-based department store Harrods offered a guide to dressing for festivals, balls, races and parties this summer via email and social media.
The retailer subtly pushed fashion and beauty purchases through the editorialized shopping guide and e-boutique called The Season that was presented by occasions that affluent consumers would likely celebrate (see story).
Saks is eyeing female consumers through The Trendcaster so that it can drive ecommerce. It may be successful with the softer product push.
“It targets the customer that is at the heart of what we do – the style-conscious woman,” Ms. Parikh said.

Comments

Popular posts from this blog

Tent of the Future

Sierra Designs has a tent from the future
by Edwin - on July 29th, 2012
Do you love camping? Well, if you have not given camping a go before in the past, you might want to consider taking your family out for a camping trip to the great outdoors while the summer season is still in vogue. Now, there are plenty of companies out there making tents, but here we are with Sierra Designs – a company that has just announced that they have released a spanking new tent for you and the rest of your pack to seek shelter from the elements while you enjoy nature’s bounty.

Sierra Designs’ latest addition will be part of the new line of ExoFusion fast-and-light tents, where it is called the new Mojo UFO. The name itself suggests that it is out of this world, and if you were to read on, I guess you can also come to the same epic conclusion that this tent is truly heads and shoulders above the rest. It is capable of housing two people for a good night’s rest inside, and even more amazingly, the entire sh…

Annotated Guide To Men's Belts

The Complete Guide To Men’s BeltsArticle By  on 11th March 2014 | @gabrielweil

IMAGE: AUSTIN REED SS14

Stay Hungry. Stay Foolish.

Nine years and 19 million YouTube views later, Steve Jobs's commencement address to Stanford University's graduating class of 2005 has achieved iconic status. Jobs, the Apple visionary who died in 2011 at age 56, delivered a speech that resonated far beyond the Stanford audience, with a masterful mix of personal anecdotes, sparks of insight and universally applicable pieces of wisdom. Each year, especially around graduation season, people discover and rediscover Jobs's speech and its messages for those who seek meaning and purpose in life and at work. - Carolyn Gregoire Note that Steve Jobs originally asked Screenwriter Aaron Sorkin to write this speech: Sorkin was not available.  - DJK Full text of Steve Jobs' commencement address to Stanford University 2005
"I am honored to be with you today at your commencement from one of the finest universities in the world. I never graduated from college. Truth be told, this is the closest I've ever gotten to a college gradu…