Retail partnership with Saks in the USA

Saks is the premier ecommerce platform for luxury fashion in North America. Driven by a mission to help customers express themselves through relevant and inspiring fashion, Saks serves as a destination to explore and discover the latest from established and emerging designers.

For six weeks in November and December 2023, Saks partnered with The Woolmark Company on a fully integrated digital and social media campaign to further generate awareness and knowledge of Merino wool amongst its customers, thereby encouraging purchases of wool products on Saks.com during the peak wool buying 2023 holiday season.

The campaign leveraged imagery and assets from a custom photoshoot produced by Saks with a notable New York-based influencer, wearing leading Merino wool products sold at Saks and key Woolmark brand partners.

The partnership included a dedicated editorial landing page and aggregated wool store featuring 591 products. Total Saks.com wool sales during the six-week campaign were 125% higher than the six-week period prior to launch.

The editorial storytelling educated the Saks customer on the many benefits of Merino wool and included influencer commentary that reinforced the versatility of the fibre ranging from formal to athletic wear. This messaging was further shared with the Saks customer by a dedicated email, email banners, and social media.

“At Saks, we are focused on inspiring customers through compelling content across all of our channels,” said Chief Marketing Officer of Saks, Emily Essner.

“Through our partnership with The Woolmark Company, we are excited to bring the benefits of Merino wool to life in a way that is engaging and relevant to today’s luxury consumer, while also highlighting our incredible assortment of Merino wool designer picks for every occasion.”

This article appeared in the June 2024 edition of AWI’s Beyond the Bale magazine. Reproduction of the article is encouraged.