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Retail

Saks welcomes holiday season in ‘Gifts of Delight’

October 22, 2024

The company’s annual gift guide is now live, while other activations are coming soon. Image courtesy of Saks The company’s annual gift guide is now live, while other activations are coming soon. Image courtesy of Saks

 

By Zach James

U.S. retailer Saks is revealing its end-of-year plans.

Released this month, the company’s holiday 2024 campaign includes exclusive releases, themed experiences, window displays and a seasonal light showcase, among other activations. The Gifts of Delight debut coincides with the 100th anniversary of Sak’s New York flagship, with the festive initiative’s imagery taking on the appearance of advertisements from years long past.

“Throughout the holiday season, we look forward to captivating customers’ imaginations and evoking feelings of joy, curiosity and delight through compelling content and memorable experiences across Saks Fifth Avenue,” said Emily Essner, chief marketing officer at Saks, in a statement.

“As a leading voice in luxury fashion, our priority is to ensure luxury shoppers receive elevated holiday offerings and inspiration throughout their shopping journeys, whether buying gifts for themselves or for others.”

Winter wonderland
Last week, the company revealed its annual holiday gift guide, promoting curated assortments for men, women and children, as well as themed selections for stocking stuffers and beauty lovers.

Now live on Saks.com, the Holiday Gift Guide Shop features brands new to the retailer, including fashion labels The Elder Statesman and Fear of God Essentials, and exclusives from prominent designers, such as AMI Paris, Casablanca, Jacquemus and LaQuan Smith, among others.

The campaign takes on a throwback aesthetic reminiscent of mid-20th-century advertising placements. Image courtesy of Saks The campaign takes on a throwback aesthetic reminiscent of mid-20th-century advertising placements. Image courtesy of Saks

“Every year, our customers seek Saks’ distinguished edit to guide them through the holiday season for one-of-a-kind gifts, party attire, vacation-ready styles and cold weather apparel,” said Tracy Margolies, chief merchandising officer at Saks, in a statement.

“We’re committed to meeting our customers wherever they are for the holidays, be it traveling or staying at home, with a fresh, seasonal assortment filled with the latest trends and exclusive products that complement their luxury lifestyles.”

Saks will also offer a selection of holiday-themed experiences outside its walls. An invitation to a taping of “Saturday Night Live,” a private shopping appointment at Saks Fifth Avenue with tickets to the Broadway musical “Suffs” and a stay at a Ritz-Carlton hotel, a series of private dinners and an opportunity to have your dog star in a future Saks campaign are among the selection of luxury event packages.

In-store, the retailer will open a limited-time Ralph’s Coffee shop on the main floor of its flagship, as well as launching a holiday-themed cocktail and dessert menu at high-end restaurant L’Avenue at Saks.

Merry and bright
Soon, Sak’s iconic windows will be adorned with snowflakes, silver harlequin flooring and colorful, dichroic glass, alongside the usual selection of goods from luxury’s top brands.

As per tradition, later this year, the retailer’s facade will light up the Big Apple with its annual festive artistic display.

Last year, Saks and Dior debuted a collaborative holiday showcase

Other high-end retailers are also activating ahead of the yuletide season.

In September, Selfridges opened its largest Christmas Shop yet, measuring nearly 25 percent larger than last year’s space (see story). Last week, Neiman Marcus launched its annual holiday campaign, titled “A Neiman’s Fantasy,” which looks to reinstill wonder into the festive season (see story).

 
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