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Growth Strategies Case Study
Case Title:
US Retailing : Saks Fifth Avenue’s Holiday Strategy
Publication Year : 2005
Authors: Supriyo Bose, Kumar Satyaki Ray
Industry: Retail Department Stores
Region: US
Case Code: GRS0221K
Teaching Note: Not Available
Structured Assignment: Not Available
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
Neiman Marcus
Holiday Strategy Of Saks Fifth Avenue
Seasonality Pattern Of Us Retail Sales
