Saks | New Office Casual Initiative
Fashion Director
Objective
Address decline of suit sales after WSJ revealed major financial firms permitted business-casual attire. Help men understand how to update their wardrobe to look professional, polished, and casual simultaneously. Mitigate lost suit sales while increasing sales of luxury sportswear.
Actions
Created a company-wide 'Dress Casual' initiative in two months. Produced a six-page how-to manual titled 'The New Office Casual' featuring five different business-casual looks with itemized descriptions. Created an internal guide and video training tool to educate associates on dressing casually with a professional vibe.
Results
Ended the formal dress code for Saks sales associates nationwide within two months, ushering in a new era of casual dressing. Increased job satisfaction of sales associates. Increased sales of luxury sportswear.