Saks' Logo Gets a Makeover- Karin Riefkohl
Saks Fifth Avenue's new CEO has decided to makeover Saks classic logo (shown in both script and block lettering on the left-hand side of the page). This is part of a revitalization strategy this CEO has undergone in order to try to have the company bounce back from the previous CEO's strategy to appeal to a younger market. However, if they are trying to maintain their 48 year-old clientele, wouldn't they prefer the classic, clean logo? I mean, already this year they have re-done the Boston store, and it looks more younger market oriented than 48 year-old market oriented; and, they have re-done other stores (though, I cannot testify to their appearance, but I would assume they are all somewhat consistent with each other). I just don't understand how these actions re-affirm the company looking to maintain their 48 year-old clientele and step away from the younger market (which the previous CEO had started to market towards).
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posted by Brand007 @ 6:04 PM
2 Comments:
I am actually very keen to see the new logo of Saks'. I hope it is as good as the remodelling of their store. Actually, I dont know if they just remodelled the store at Prudential or if it a mass remodelling across the country. If they just remodelled the store in Boston, I guess it's because they didn't want to lose sales to the entry of Barneys. If you think about it, alot of brands have been remodelling their store. eg. Bally
I think they are trying to revitalize their brand because they just want to create buzz and attract new people. I hope their new logo just don't lose their core customer.
- Joanne Cahyadi
I think that a sotre like Saks can really do anything it wants and the clientelle will never change. They are probably one of the most established department stores and even if they had never changed anything from the start, they would not lose a single client. New logo, old logo, redesigning of stores, it really donesn't matter.
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