Saks Fifth Avenue integrated initiative encourages fresh fashion

Saks Fifth Avenue has launched a campaign encouraging consumers to try new styles. The “Think about” effort, which runs through June, includes e-mail, direct mail, social media, digital ads and in-store signage.

The store's goal is both customer acquisition and retention, according to a Saks spokesperson. It targets both existing customers and prospects.

The creative features a logo designed by Pentagram, the design firm that thought up the Saks Fifth Avenue logo in 2007. It is composed of silhouettes of all 10 spring catalogs.

The initiative's title plays off a vintage Harper's Bazaar column by iconic fashion editor Diana Vreeland, called “Why Don't You...” The concept of both the column and the campaign is to encourage readers to break the mold and try something new.