Retailers are starting to showcase their holiday windows, unveiling themes and promotions they hope will color the weeks ahead with plenty of green.
Saks Fifth Avenue is going all-out with theatrics, including a dramatic 10-story light show, its first-ever digital display and an extravaganza starring no fewer than 124 Broadway dancers in its famous windows. Saks, owned by Canada’s Hudson Bay Co., is working with Broadway Cares/Equity Fights AIDS on the project.
The retailer says the production, which it describes as “an ode to the grandeur of the Broadway stage,” features a one-of-a-kind number produced by Broadway Cares, directed by Michael Lee Scott and choreographed by Tammy Colucci.
Saks' digital storytelling animation concept, a first in 94 years, is meant “to bring to life an imaginary shopper's visit to the theater, where she dreams of Saks Fifth Avenue.” Each of the six windows depicts a different segment of the dream, using real-life props and digital screens.
Mastercard is sponsoring a livestream at Saks.com, scheduled for Monday, Nov. 19, while the windows and animation are expected to run until Jan. 2. And fans can sponsor light bulbs ($5 a pop) on the façade, with all proceeds going to Broadway Cares/Equity Fights AIDS.
While parent HBC is having its struggles, Saks is on a tear, with same-store sales up 6.7% in the most recent quarter, which it attributes to the brand’s ongoing commitment to up its fashion game, increase customer engagement and meld online and offline offerings.
The Bloomingdale’s windows, meanwhile, are all about wishing people “Happy Who-Lidays” and celebrating Universal Pictures’ remake of “Dr. Seuss’ The Grinch.”
Interactive features follow the title character’s emotional transformation, supported by merchandising and promotions in the store.
Our favorites? Grinch tree lights, socks and ornaments labeled “Resting Grinch Face.”