The OFF Voice

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.

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.

This season at Saks OFF 5TH, let your style take OFF. Embrace the looks you love and show OFF your Chloé jacket.

Make a masterpiece in Stella and pull OFF a show. It’s time for your imagination to go OFF because you can express yourself at up to 70% OFF.

So live OFF script and immerse yourself in inspiration. And while you venture on, don’t take those Marni shades OFF.

Be bold, live OFF the cuff. Afterall, life is what you make of it. Feel the fashion and run OFF with it.

Because OFF looks good on you. Saks OFF 5TH where fashion takes OFF.