Article

Branding transforms Saks Fifth Avenue OFF 5TH

The luxury discount destination prepares to open four more stores in 2010.

May 23, 2010

On May 27, Saks Fifth Avenue's OFF 5TH luxury outlet chain will open two stores in a competitive and growing marketplace. One is a brand new store at the Tanger Outlets in Washington, PA, near Pittsburgh, the second is a newly renovated store at the Tanger Outlets in Riverhead, NY. The new Saks Fifth Avenue OFF 5TH stores will be differentiated from the competition by the compelling brand identity developed by leading New York design agency, Graham Hanson Design, LLC.

PHOTO GALLERY: See the new Saks Fifth Avenue OFF 5TH brand identity

The rebranding project presented Graham Hanson Design with significant challenges. While the discount store offered great Saks Fifth Avenue style at discounted prices, the luxury and value messages communicated to shoppers were previously muddied. The first challenge was to elevate the brand by making the Saks message distinct. The second was to make that message appeal to a diverse set of outlet shoppers: bargain hunters who may never set foot in a Saks Fifth Avenue store, and luxury shoppers who seek reassurance that their trusted brand will deliver the quality they’ve come to expect.

The design agency solved the dilemma by creating a dynamic and distinctive visual language anchored by a new logo that complements the Saks Fifth Avenue full-line brand. Next, the firm helped develop the core message, combining Saks Style with value pricing, and applied a laser-like focus to ensure that every marketing touch point — including all direct mail, print, email, promotional in-store signage and the website — clearly communicates that message. Since the launch of the redesigned brand, Graham Hanson Design has worked with Saks to create every piece of branded communication for the organization — from way-finding systems to email strategy to in-store displays, advertising, private labels, shopping bags, employee communications, as well as the recently launched More! rewards program.

Graham Hanson Design is an internationally recognized branding and design agency active in all areas of strategic visual communications. The agency collaborates with a diverse group of corporate clients and cultural institutions on a wide variety of integrated design projects. Long-time clients include American Express, Dun & Bradstreet and Saks Fifth Avenue.

Since 1992, Saks Fifth Avenue OFF 5TH has been providing savvy shoppers with the most coveted designer clothing and accessories at an incredible value. Merchandise for men, women, children and the home include shipments direct from Saks Fifth Avenue and the world’s top designers, as well as exclusive private-label collections. There are 55 Saks Fifth Avenue OFF 5TH stores across the country.