After completing a brand repositioning to appeal to a younger, more fashion-forward customer,
Saks OFF 5TH’s brand voice shifted to speak with a not-so-serious love for fashion.
Fashion is fun. Expressing yourself through fashion is even more fun. So, the voice is fun. It’s an energetic, inviting tone that wants to constantly celebrate incredible designer deals and the unbridled range of self-expression that can come from it.
The OFF Voice
Owning OFF
Through the tagline Where Fashion Takes OFF, Saks OFF 5TH is not only celebrating their off-price value proposition but also celebrating self-expression through fashion. The word OFF is a vehicle to own the offering in a uniquely memorable way.
OFF Statements
OFF in Video Narrative
Put your Valentino on and take OFF. Blend it but stand out. Turn life up and go OFF script.
Go against the tide but be true to your style. Take beat but don’t take OFF the Ferragamos.
So rise above because fashion is freedom. Saks OFF 5TH where fashion takes OFF.
