Growth Strategies Case Study

US Retailing : Saks Fifth Avenue’s Holiday Strategy

OR

Abstract:
In December 2004, the total sales of Saks Inc., a departmental store, increased by 7.1% compared to the previous year. The company attributed this seasonal surge, to its promotional campaign, particularly the Holiday Snowflake Spectacle programme introduced in the flagship store of Saks Fifth Avenue. The campaign also aimed to build the brand image of Saks.

The case, along with highlighting the holiday strategy of Saks Fifth Avenue, also gives an overview of the competitive landscape of the US retailing industry

Pedagogical Objectives:

• To discuss the promotional activities of Saks Fifth Avenue to maximise seasonal revenue
• To discuss how short-term promotional activities could be used in long-term brand building initiatives
• To discuss the US retailing industry and the seasonality associated with it
• To understand the competitive forces in the US departmental stores industry
• To understand the US shopping trends in the festive season and the consumer psychographics associated with it.

Keywords :  US retailing industry; Saks Fifth Avenue; US holiday season; Barneys; Neiman Marcus; Growth Strategies Case Study; Nordstrom; Holiday strategy; Snowflake; Santakid; Branding; Proffitt's; Saks Incorporated

Contents : 
Introduction
The Holiday Season And Us Retailing
Saks Fifth Avenue: An Overview
Competitive Landscape
Holiday Strategy Of Saks Fifth Avenue
Seasonality Pattern Of Us Retail Sales
Sales Of The Neiman Marcus Group