NEW YORK — Saks Fifth Avenue has taken its brand beyond fashion retail with the launch of its redesigned SaksPOV website. Designed to offer a point of view from Fifth Avenue, the company said, the new site will feature multimedia content, designer features, Saks brand coverage and compelling lifestyle pieces. SaksPOV launched initially in December 2010.
“We will use SaksPOV as an outlet to engage with our customers and as a portal for our fashion lifestyle content,” said Denise Incandela, chief marketing officer and president of Saks direct. The site includes “blogs we love, guest editors and Twitter followers. We want to be the go-to destination for our customers.” SaksPOV contributors are industry vets, writers and photographers whose work has appeared in publications from Vogue to Wallpaper, from the Wall Street Journal to ARTnews.
The site's content will be overseen by Sophia Chabbott, SaksPOV’s editorial director, and will offer the following regular columns:
How to Make It in NYC: This recurring column documents how a garment is conceived and produced in the Garment Center. The first piece features designer Nanette Lepore.
Open to Interpretation: Saks Fifth Avenue persuades creative thinkers in non-fashion fields to interpret Saks looks in their own medium. In the inaugural column, Saks commissioned manicurist Mayu Glazer to transform three Spring 2012 runway looks from Gucci, Proenza Schouler and Alexander McQueen into nail art.
Fashion on the Fly: In this feature, an on-the-cusp New Yorker gets styled in a Saks look. Dancer Shirley Catton modeled British school uniform-inspired looks in the launch spread.