Saks Fifth Avenue

Elevating Digital Storytelling & Driving Customer Engagement

The Challenge

As a premier luxury fashion destination, Saks Fifth Avenue needed its digital communications to be as sophisticated and inspiring as its product assortment. The challenge was to move beyond standard promotional messaging and develop a more compelling editorial voice that could cut through the noise, enhance the brand's visual storytelling, and spark a deeper connection with the luxury consumer.

The Approach

The strategic approach was to develop a new foundational narrative framework for all digital assets. This involved crafting concise, thought-provoking stories that were designed to complement, not just describe, the fashion. By treating every email and site asset as a piece of editorial content, we aimed to transform the shopping experience from a simple transaction into an inspiring journey of discovery.

The Outcome

The new, streamlined editorial approach was a significant success, driving a measurable increase in click-through rates and customer engagement across all key digital channels. This not only reinforced Saks’ brand positioning as a leader in luxury fashion but also drove tangible business growth through more effective and brand-aligned digital marketing campaigns.

My Role

As the senior editorial writer, I was responsible for developing and implementing the new narrative framework for all digital product copy and marketing assets. I established the foundational tone and quality standards for the brand's digital editorial voice, managed the product copy team, and crafted the key narratives that drove our most successful email and site campaigns.