The Partners has created the first major promotional campaign in almost a decade for upmarket American fashion store Saks Fifth Avenue, as the store looks to update its traditional image and capture greater market share among its core audience of wealthy women.
The Partners was appointed last year as a ‘creative catalyst’ to the brand. According to the consultancy’s creative partner Greg Quinton, the store specifically chose a British design group over US competitors because it was looking to tap into ‘sophisticated British wit’.
‘[The store] is looking to re-express its traditional department store image with wit and sophistication; to tap into classic perceptions of New York during its flamboyant and cool period in the 1950s and 1960s,’ explains Quinton.
The group created the campaign name – wild about cashmere – and designed packaging, in-store promotional material and advertising to support the promotion. Photography for the campaign is by Steve Hoskins.
The Partners also came up with product ideas – such as cashmere-lined shoes and boxing gloves – that were realised by fashion designers such as Brunello Cuchinelli.
The group is working on two further campaigns for the store – one launches in December, the other follows in spring 2006.