Discount designer retailer Saks Off Fifth is focusing its efforts on a younger, fashion-forward consumer for its Spring 2022 campaign, which also introduces a brand-new tagline and look. The refreshed "Where Fashion Takes Off" tagline speaks to a consumer who sees shopping as a hobby and fashion as a way of expressing themselves.
Saks Off Fifth SVP of marketing Sara Griffin told Adweek, "We really took our inspiration from the idea that we want to have this moment of energy and levity and self-expression coming out of the last two years of the pandemic and knowing what really speaks to our customer and that desire to really live their lives out loud."
The campaign is kicking off on social media, including TikTok and Snapchat to connect with Gen Z.
Fashion-Forward Gen Z Campaigns
The Saks Off Fifth Spring Campaign Targets a Younger Demographic
Trend Themes
1. Younger Demographic Campaigns - Other retailers can target younger demographics with campaigns focused on self-expression in fashion.
2. Revamped Branding - Updating a company's tagline and visual identity can help them connect with a new or younger audience.
3. Social Media Marketing - Using popular social media platforms such as TikTok and Snapchat can help companies reach younger generations.
Industry Implications
1. Retail - Retailers can use similar marketing strategies to reach younger audiences for fashion and other industries.
2. Fashion - Fashion brands can update their branding and focus on self-expression to attract younger consumers.
3. Social Media - Social media marketing can benefit industries beyond fashion to reach younger generations.