Saks Fifth Avenue is stepping up its Web game, launching a new video catalog--an industry first--on its Web site.
The company describes the new webLOG as "the industry's first ever
dynamic fashion catalogue," and the effort--a test--went live on its Web site Monday.
"We've been thinking about how to take catalogs to the next level," said Denise Incandela, president of Saks
Direct. "People have been seeing a deterioration in direct mail catalogs, and so we put a lot of thought to how we can combine our catalogs with the Internet, and make it much more like interactive
TV."
The test focuses on Saks' three best-selling departments: Contemporary ready-to-wear, handbags, and shoes. Since Saks knows that about 99% of its shoppers have broadband access, "it's been
great for us," she said. "You can have movement, voice-over, music and information, with narrators talking about what's important in each look."
Runway commentary details not just the outfit, but
also the shoes, jewelry and handbags that work best. The company chose the 17 looks in partnership with its vendors, and like all its catalogs, this one has specific sales goals. For the first week,
the company is offering free shipping on any webLOG purchase.
Although other retailers--even in the luxury category--have been struggling as the economy has softened, Saks has consistently shown
strong same-store sales performance. In recent quarters, the chain has based its marketing on its "Want it!" campaign, which boils a whole season's worth of fashion into a handful of key trends for
both women and men. Many of those trends--bangle bracelets, bright colors, and florals--star in the new video treatments.