Saks campaign generates 124% increase in wool sales
Building on the success of two previous joint marketing campaigns with Saks in North America, Woolmark recently ran another campaign with the premier ecommerce platform for luxury fashion, resulting in a 124% increase in wool purchases (compared to the previous six-week period).
CAMPAIGN HIGHLIGHT RESULTS
124%
increase in Saks.com wool sales (compared to previous 6-week period)
137%
increase in “wool” and “Merino” searches (compared to previous 6-week period)
88%
above the campaign’s target impressions
3,000
Saks stylists participated in retail training
Saks Fifth Avenue is the leading name in luxury shopping and a destination where customers can explore and discover the latest fashion from established and emerging designers.
For the third consecutive year, Saks partnered with Woolmark in November/December to carry out an integrated digital and social media marketing campaign. The aim was to increase awareness and knowledge of Merino wool amongst its customers, thereby encouraging purchases of wool products on Saks.com during the peak wool buying 2024 holiday season.
The campaign leveraged imagery from a custom photoshoot produced by Saks that highlighted top Merino wool products carried at Saks and Woolmark brand partners. An editorial landing page on Saks.com featured imagery from the photoshoot alongside information on the benefits of Merino wool, to inspire customers to purchase Merino wool products.
Shots from the joint marketing campaign that featured widely during the campaign. PHOTOS: Dan Li
Importantly, Saks.com also showcased a dedicated wool digital shop featuring 696 wool products including womenswear, menswear, accessories and home products. The digital shop had a Woolmark branded banner positioned at the top of the webpage, and leveraged the eye-catching hero image from the photoshoot.
The editorial storytelling and Merino wool education was further highlighted in a dedicated Saks email to its customers, email banners, premium run of site advertising banners, and social media. The campaign generated 88% more impressions (the number of times the campaign was seen) above its target.
Total Saks.com wool sales during the six-week campaign were an impressive 124% higher than the six-week period prior to launch.
3,000 Saks stylists trained about wool
As part of the marketing collaboration, Saks and Woolmark also collaborated on retail training which consisted of a custom wool education video for Saks stylists. The training was carried out in early November in preparation for the campaign launch.
Nearly 3,000 Saks stylists participated in the training which aimed to increase their understanding and knowledge of wool so they could confidently and skillfully advise Saks customers about wool products to increase sales.
“The materials were shared at the perfect time - right when my clients were asking me for winter style that was timeless and would hold up in their wardrobes!”
Saks Digital Stylist
“The store stylists told me that they didn’t understand the true qualities of wool before watching the training videos. Now it resonates with them how versatile wool can be!”
Saks Selling Initiativest
In a separate project, Senior Vice President, Fashion Director at Saks Fifth Avenue, Roopal Patel, has participated as a mentor to the finalists of the upcoming 2025 International Woolmark Prize to support them in the development of their collections and business.
More information: www.saks.com
This article appeared in the Autumn 2025 edition of AWI’s Beyond the Bale magazine that was published in March 2025. Reproduction of the article is encouraged.
