Those who have the (outdated) view that off-price department stores are just selling closeouts or old merchandise need to wake up. Not only do these retailers sell current season merchandise with their own private brands, but the style and price/value equation creates destination shopping. Saks OFF 5th Next Generation launch proves this.
Kicking off during Fashion Week, the off-price retailer launched Next Generation, a collection of five new brands designed in New York City with a fresh approach. Some of the brands span both genders, while others are more targeted.
“Saks OFF 5TH is a world-class destination for style and on-trend products at a great value. Based on our customer’s feedback, we identified an opportunity to add to our portfolio of brands, and increase our assortment of the latest fashions,” said Tom Ott, Chief Merchant, Saks OFF 5TH. “With the launch of Next Generation brands and the vast assortment available, we’re able to offer our customers a differentiated range of quality fashion and styles at competitive pricing.”
NYFW LAUNCH EVENT
At the launch event, editors got to dip out of the sweltering late summer heat and move from brand to brand in a series of fun vignettes. A look at the three women’s and dual-gender brands:
AVA & AIDEN: This all women’s brand features shoes and fashion jewelry for everyday and that special occasion. Styles are trend-driven with great embellishments, standout colors and fresh. The launch featured this among disco balls with a royal chair and shoes hanging from the season. Definitely setting the party mood! Footwear ranges from $69.99 to $199.99, and statement jewelry is $14.99 to $59.99.
PURE NAVY: With ready-to-wear and footwear for both men and women, Pure Navy is a modern collection of elevated basics all about clean lines, a refined color palette and effortless ease. Saks OFF 5th set these against an Op Art background wall and angled mirrors for maximum reflection. Footwear is all leather and caps out at $180 retail.
RENVY: This contemporary collection of women’s ready-to-wear, shoes and accessories has a distinct aesthetic with looks that are effortlessly cool, confident and current, with a touch of sexiness. Retails range from $69.99 to $179.99 including outerwear such as faux fur vests.