Saks Fifth Avenue is expanding its Saks Social Club, a group of influential individuals who engage with shoppers through marketing campaigns, custom content creation, and event hosting. The club includes notable members such as Paris Hilton and Chanel Iman, who are expected to bring their unique voices to the luxury retailer's initiatives.
The program, established in 2020 with 35 women, has since doubled in size and introduced a men's segment in 2023. Members are selected based on their social involvement and ability to represent the brand authentically in various communities. The club comprises individuals from diverse industries like fashion, art, entertainment, business, and activism, residing in key fashion markets as well as other cities across the United States.
Notably, the club has a strong presence of athletes, recognizing the intersection between fashion and sports. This diverse mix of ambassadors, including rapper Future, brings a range of backgrounds and perspectives to the table.
Members of the Saks Social Club receive perks such as shopping credits, special gifting, access to exclusive events, and partnership opportunities. The program aims to foster collaborative relationships that go beyond mere transactions, emphasizing authenticity and mutual benefit.
Consumer sentiment towards luxury shopping and the economy is also monitored through the Saks Luxury Pulse, with recent findings indicating a growing optimism among shoppers. While half of consumers expressed optimism about the economy, a majority felt positive about their personal finances, reflecting a potential increase in luxury spending in the near future.
The Saks Social Club continues to evolve, leveraging the influence and authenticity of its members to strengthen connections with customers and drive brand engagement. Through strategic partnerships and community involvement, Saks Fifth Avenue aims to create a network of advocates who embody the brand's values and resonate with diverse audiences.
