As much as shopping formats and preferences have changed over the last couple of decades, one thing has remained the same: Everyone loves a deal.
It’s no surprise, then, that consumers are now spoiled for choice when it comes to affordable shopping categories, from fast-fashion giants and secondhand marketplaces to rental services and, of course, the OG purveyors of discounted clothing: off-price stores — your Nordstrom Racks, T.J. Maxxes, Saks Off Fifths. But with so much newness in the space, some of those old standbys started to show their age.
Despite the occasional cheesy ad campaign (who do I sue for hitting us over the head with the phrase “Maxxinista” in the 2000s?) and relatively recent forays into e-commerce, off-price has remained a pretty boomer-y and unsexy segment of retail. A famously recession-proof business model, off-price retail entities never had to do as much as their full-price counterparts to attract bargain-hungry shoppers — until now.
This spring, Saks Off Fifth relaunched with a new visual identity, campaign, tagline (“where fashion takes off”) and loyalty program, all of which reflect the retailer’s new digital-first model. This evolution began taking shape in 2021 after Off Fifth’s e-commerce business was spun off into its own entity with a $200 million equity investment led by Insight Partners. (Hudson’s Bay Company continues to operate the physical locations.)
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This article was written by Dhani Mau for Fashionista.
