How Brands Like Saks Fifth Avenue Stay Relevant In Times of Ecommerce

Jennifer Meza
By Jennifer Meza
5 Min Read

Online retail has made brick-and-mortar stores like Saks Fifth Avenue less convenient and more expensive. Between 2015 and 2022, shoppers will likely shift towards online shopping, but still need to visit physical locations. There are a few ways brands like Saks Fifth Avenue can stay competitive in this era of ecommerce.

Why brands like Saks stay relevant

When it comes to the ever-changing landscape of ecommerce, it’s tough out there for fashion brands. With so many different retailers and options for buying clothing, it can be hard to keep your business top notch. But that doesn’t mean that the big players in the space can’t succeed – they just have to be smart about it. Take Saks Fifth Avenue, for example. Despite being one of the oldest and most well-known names in luxury shopping, the brand has made a conscious effort to stay relevant in an era of ecommerce.

And part of that strategy is relying on strong relationships with key customers. For example, Saks Fifth Avenue heavily engages with its affluent customer base through exclusive deals and holiday shop events like The Saks Fifth Avenue Holiday Spectacular. This helps keep customers loyal and engaged, and builds relationships that can be valuable down the road. Plus, it creates a sense of exclusivity that can also draw other shoppers into the store. Similarly, Saks also works closely with influencers to create content that is Feng Shui-friendly (read: designed to attract attention).

What is the backlash against online commerce

Offline commerce has been around for centuries, with retailers catering to the needs of their customers through in-person experiences. Fast forward to today, and many people are protesting against online shopping by boycotting certain brands or retailers. Some people believe that online shopping removes the personal touch that is special to brick-and-mortar stores. Others feel that online retailers are not paying their workers a living wage, which is illegal in many cases. Either way, there seems to be a backlash against ecommerce in general, and many large brands have had to find ways to stay relevant.

One way that some traditional retailers are staying afloat is by turning to ecommerce. For example, Saks Fifth Avenue recently made its first foray into ecommerce by introducing a direct-to-consumer platform called SaksShop. The idea behind this platform is to allow shoppers to buy items from the store directly without having to go through an intermediary such as This approach seems to be working for Saks Fifth Avenue as sales have increased since the launch of the platform.

How brands can remain competitive in ecommerce

Retail giants have long relied on physical stores to compete against online retailers, but that strategy is becoming harder and harder to maintain. With ecommerce kingpin Amazon widely expected to soon reach $1 trillion in total sales, traditional brick-and-mortar retailers are increasingly finding themselves at a disadvantage. Fortunately for Saks Fifth Avenue, the brand has been able to stay relevant by strategically adopting new technologies and analytics. For example, Saks Fifth Avenue has invested in artificial intelligence (AI) and machine learning (ML), which are Assistant helps the store personalize its offers for each shopper.


For years, brands like Saks Fifth Avenue have relied on in-store experiences and exclusivity to keep their customers coming back. But with online shopping becoming more prevalent, is this the right approach for these luxury brands? Recent reports suggest that not all luxury brands are thriving in the age of ecommerce. In fact, many are seeing a reduction in sales due to Alibaba’s dominance in the market. So how do some of the top luxury brands stay relevant in an era of online shopping?

One strategy that has proved successful for many luxury brands is adapting their offerings to fit the modern shopper. For example, Saks Fifth Avenue has started selling items that can be customized and made to order, which appeals to millennials and those who are looking for an unique experience when shopping. Tesla also makes a strong case for staying relevant in the age of ecommerce by expanding its assortment to include products such as home batteries and electric vehicles. These innovations show that even large, iconic brand can stay competitive by innovating and changing their approach to customer service and product availability.

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