An Assessment of Saks Fifth Avenue's Different Strategies Essay

Saks Fifth Avenue is a high-end department store whose revenues were 6.48 billion for the year 2015 (Hudsons Bay Co.). They target men, women, and children who belong to a range of the upper middle class to a wealthy socioeconomic status. These customers are fashionable and brand conscious. As far as millennials go, Saks targets the older age group, the 28 to 35 year olds. These are the consumers who have started their careers and have disposable income to spend during their Saks shopping experiences. People who are ages 23 to 30 now will be 28 to 35 in the year 2021 and Saks will have to update their technology to keep up with them. There is a Lifestyle Boutique on the Saks Fifth Avenue website labeled Contemporary and these are the brands that the 28 to 35 year old shop. Some of them include Tory Burch, Diane von Furstenberg, Halston Heritage, Vince, and Elizabeth and James.E-commerce StrategyThe Saks Fifth Avenue e-commerce website ships to over 150 countries. Saks will increase marketing in some of these countries to gain more interest of the international customer. The countries they will target are China, Japan, Italy, France, England, Sweden, and Germany. The reason for increasing the marketing in these countries is because of the big influence they have on fashion throughout the entire world. Once the international customer is more interested in Saks, an opportunity will arise to open a brick and mortar store in these locations.The Saks Fifth Avenue website is easy to navigate, but there is something lacking in the design. Since it is a department store that carries various unique brands, it is difficult to get a good feel of the individual designers. Customers are given the option of shopping by designer and when a specific designer is selected, the customer is brought to a page that shows a few photos capturing the look and feel of the brand. But, when the Shop Now...

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