Saks Fifth Avenue Relaunches Website With Emphasis On Personalization

Dive brief:

  • Saks Fifth Avenue a relaunched its website, with its first ‘Complete Website Replatform’ and redesign “over the past five years, the retailer said in a press release Friday. The new site emphasizes” fashion, ease and customization “and will allow users to filter out certain execution options, like BOPIS, same day delivery, pre-order and currently available.

  • The new site will feature segmented homepages and navigation for men and women, which the retailer hopes will help better serve its growing male customer base. It will also include product recommendations and curated content.

  • Along with these features, the Saks ‘New Arrivals’ section is placed more prominently on the new website, and the ‘Edit’, which features editorial content that can be purchased such as trending articles and influencer curations. , has been “considerably expanded” and will now include a “Creators specialist” section.

Dive overview:

The focus of the Saks website refresh is on creating a seamless shopping experience, with some of the improvements aimed at making the buying path easier. As part of this goal, customers can now add items directly to a wishlist or to their cart from the product line, and product pages will have a “Complete the Look” section that allows shoppers to ” add items directly to their basket.

As is the case with other clothing retailers, Saks Fifth Avenue has had to adapt to COVID-19 conditions. In August, the retailer dismissed employees, but a spokesperson for the luxury retailer declined to disclose how much. The layoffs were part of a strategy that emphasized personalization, a theme that was echoed in the website refresh.

Saks joins a growing list of companies venturing into purchasable content, including LG, Macy’s, Google, TIC Tac and Shopify. All of the new digital features are aimed at making the luxury retailer the go-to place for high-end fashion, Emily Essner, director of marketing at Saks, said in a statement.

While the redesign is just in time for the extended holiday season, research suggests consumers aren’t exactly buying luxury items and overall sales growth will be modest this year. A recent Adobe report said online holiday sales could reach $ 189 billion this year, and the holiday shopping season will begin long before Black Friday.

Meanwhile, the International Council of Shopping Centers and CBRE project that this year’s overall holiday sales will increase by less than 2%. However, not all clothing is at risk. A report by the NPD group predicts purchases of comfortable clothing, such as sweatshirts, sweatpants, active socks and sleepwear, will account for 31% of clothing spending in the United States during this year’s holiday season.

About William G. Patrick

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