High-end retail chain Saks Fifth Avenue is tapping the buzz surrounding the 2012 U.S. presidential race by putting a fashion spin on the campaign concept and gunning for U.S. designers, which is the correct way to go about this type of marketing, experts say.
Saks sent an email over the weekend that positioned marketers such as Oscar de la Renta, Reed Krakoff, Ralph Lauren, Michael Kors, Proenza Schouler, Marc Jacobs, Jason Wu and Donna Karan as leading U.S. labels. Experts agree that luxury brands should steer clear of offering an opinion about the election, but focus on patriotism at this time.