New York-based Saks Fifth Avenue is in the midst of re-tooling its image with a new square logo as the basis of its new marketing campaign.

The Washington Post reported Saturday that Sak's is pegging its future on luring its core customer base back after years of "turmoil in the upper ranks that alienated shoppers."

Chief Executive Officer Steve Sadove wants to cater to affluent women between the ages of 35-55 with the "classic tastes" he says makes up the vast majority of the venerable department store chain's customer base, the Post said.

Previously, the fancy store floundered when it couldn't decide if its customers were trendy younger shoppers or the classier older shoppers with traditional tastes. As a result, the bottom line suffered as its overall market share diminished.

Sak's wants its new logo to conjure up images of exclusivity. Sadove said he wants to partner with fashion designers to create clothing and accessories based on the new logo. // Copyright 2007 by United Press International


Publication date: 28 January 2007   

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