What do Paris Hilton, model Chanel Iman, basketball player Shareef O'Neal and Time Woman of the Year 2022 astronaut Amanda Nyguen have in common? Along with a host of other media-minded personalities, they are all part of the Saks Social Club, which, since its launch in 2020, has capitalized on its stylish and influential clients and collaborators to attract the majority of Saks customers .
The show harkens back to a pre-social media era that brought together stylish 'brand friends' and combined them with the favorite influencer platform du jour, social media, for a combination that strikes a chord. in the current climate of authenticity and trust. voices. As the program expands to 2024, FashionNetwork.com interviewed Mariel Sholem, vice president of customer engagement at Saks, about how these top tastemakers, who range from household names to people from smaller communities, exude the brand Saks.
According to Sholem, when the club started four years ago, there were 35 featured women. “As part of our expansion strategy for the club and Saks' continued focus on our men's business, we are launching a men's contingent of the program called The Saks Man in 2023,” Sholem said in an email, adding: “It now includes more of 80 women and men highly recognized as trendsetters and cultural icons within their communities.”
Once in-person events opened up again, Saks Social Club was able to tap into some of its members' passions as they are the first to participate in campaigns, events, social media collaborations, and charitable partnerships. Case in point: Earlier this month, Saks launched its Mental Health Awareness Month campaign with Saks Social Club member Dr. Deepika Chopra, a celebrated behavioral scientist widely known as The Optimism Doctor.
“Dr. Deepika Chopra is featured in Saks' Mental Health Awareness Month campaign. We worked with her to create custom content featuring her tactics and tools to help build positive mental health that will appear on our digital platforms throughout “The doctor also hosted a virtual event at Saks Live and an in-person event at Saks Fifth Avenue's new West Coast flagship in Beverly Hills in support of the Saks Fifth Avenue Foundation,” Sholem continued, adding that. was a perfect example of a partnership and campaign relevant to both Saks' audiences and its members.
In March, Saks partnered with Saks Social Club member Casey Fremont, executive director of the Art Production Fund, to host APF's annual gala for the third consecutive year, which raised more than $850,000 in support of the organization's mission to produce ambitious public art projects. .
Beyond philanthropic events, charitable initiatives and other non-profit organizations, the links also include unique experiences relevant to members' unique lifestyles. “We've hosted everything from book launch parties, summer soirees in the Hamptons, weekend getaways to amazing destinations like Aspen, and more for our members. Our ambassadors also receive invitations to exclusive events held in collaboration with Saks design partners on an ongoing basis,” said Sholem.
Being chosen to participate in the program is based on a unique voice, social participation, personal networks and more. “We are focused on building a diverse community of inspiring people from many industries who reflect the Saks brand and possess a strong ability to connect with their respective communities,” added Sholem.
Other members include Saturday night live cast member actress and comedian Chloe Fineman; fashion expert Ashley Avignone; the philanthropist and model Flaviana Matata; actress, trans supermodel and activist Leyna Bloom; philanthropist Lili Buffett; founder of U Beauty Tina Craig; content creator and creative consultant Serena Goh among others. The 2024 inductees include actress and filmmaker Francesca Scorsese; sisters and influencers Natalie and Dylana Suarez; model Emily DiDonato model and health advocate SouKeyna Diouf.
The men's program, which launched in 2023, includes New England Patriots defensive lineman Davon Godchaux; athlete stylist and designer Dex Robinson; rapper and singer Future; New York Giants star Kayvon Thibodeaux; transgender model, singer and actress Laith Ashley; and filmmaker, musician and actor Robert Schwartzman.
Saks Social Club members focus on the vital fashion markets of New York and Los Angeles. Still, the program also includes ambassadors residing in Dallas, Miami, Napa Valley, New Jersey and Washington, DC.
Members also host virtual segments at Saks digital events and Saks Live, a sleek 2024 version of a home shopping network. For example, shopping selections called “game day” picks, “gifts for guys with everything,” “wellness essentials,” and “personal care” gear have been targeted across segments.
“This gives viewers a behind-the-scenes look at their worlds and highlights the topics and products they are passionate about. Creating content that highlights their passions also inspires our customers.”
Next, the retailer will host a dinner to celebrate new and returning members of New York City as part of the official public announcement.
“Kayvon Thibodeaux and Ashley Avignone will give a behind-the-scenes look at the party in a virtual event on Saks Live—caviar martinis included!” Sholem enthused, adding: “We are focused on building meaningful relationships with our customers, wherever they are, and using our position as an authority in luxury to serve as a continued source of inspiration.”
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