Italian Trade Agency
Seasonal Campaign & Brand Partnership · VP Fashion Director, Saks Fifth Avenue
Objective
Drive full-price menswear sales during June — historically the quietest month of the calendar. Replace traditional "Dads and Grads" promotional messaging with a fashion-forward Italian style platform built to reach a younger, more discerning customer.
Actions
Partnered with Pitti Uomo — the global menswear trade show synonymous with sprezzatura — and secured funding and marketing support from the Italian Trade Agency. Negotiated artist and partnership terms while in Tokyo for fashion week. Delivered an editorial catalog, directed the social campaign, and hosted a VIP cocktail event in Florence for international press and industry leaders. Directed window displays and in-store visual presentation across every Saks store nationwide.
Results
Lifted sales 11% over the prior June and improved full-price margin. Drew a younger, more fashion-forward customer into the Saks men's department. Demonstrated that a brand-led editorial platform could outperform standard holiday promotional mechanics.