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Saks Fifth Avenue unveils new ‘LOOK’ campaign as it tries to reposition itself as a trendsetter

Saks Fifth Avenue has rolled out a new campaign, aimed at cementing the retailer’s reputation as “a place of discovery”.

The LOOK initiative was led by Michael Bierut, partner at New York design firm Pentagram who led the redesign of Saks' logo in 2007.

The LOOK proposition has put an emphasis on ‘discovery’ and will be rolled out across advertising, catalogues, shopping bags, direct mail, press initiatives, in-store events, digital marketing, social media and visual displays.

“Saks is not just a place to buy things—it’s the ideal place to LOOK for what’s new and what’s trending,” said Terron Schaefer, executive vice president chief creative officer at Saks Fifth Avenue.

“We seek to earn and build our customers’ confidence by focusing on the personal experience of discovery.”

The campaign launched today with a catalogue titled MAKING OF A LOOK, featuring designer advice on how to put together an outfit, which will also appear in Saks stores, windows and online communications.

Updated packaging will hit floors in August while the creative campaign will continue into 2014.

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