Saks Expands Ambassador Programme with New Celebrity Members
Luxury e-commerce platform Saks has announced the expansion of its brand ambassador programme, Saks Social Club, with the addition of new celebrity members. Pop culture icon Paris Hilton, supermodel Chanel Iman, and basketball player Shareef O’Neal are among the latest to join the prestigious group, via Fashion Network.
The initiative, which began in 2020, has seen significant growth and now includes 35 notable women from various industries. In 2023, Saks introduced The Saks Man, broadening its reach into the men’s segment. This expansion reflects the company’s strategy to engage a diverse range of influential individuals to represent the Saks lifestyle, according to Yahoo.
Members of the Saks Social Club are chosen based on criteria such as their network, social engagement, and influence. The programme primarily targets key fashion markets in New York and Los Angeles, ensuring that ambassadors are well-positioned to impact their communities.
As part of the programme, ambassadors participate in Saks campaigns, events, social media collaborations, and charitable partnerships. They also host in-person or digital events to engage with customers, enhancing the Saks brand experience. This multifaceted approach allows Saks to maintain a strong connection with luxury consumers through various channels.
In a press release, Emily Essner, Saks’ chief marketing officer, welcomed the new members, stating: “At Saks, we are committed to building meaningful relationships with the full continuum of luxury consumers. That’s why we created Saks Social Club – to cultivate a network of influential individuals who not only amplify the Saks lifestyle within their respective communities but also serve as a source of inspiration to our customers across our platforms.”
Essner emphasized the strategic importance of the programme in Saks’ long-term marketing plans. “We are excited to continue expanding this programme and collaborating with our brand ambassadors in impactful ways as part of Saks’ long-term marketing strategy,” she added.
The addition of Paris Hilton, Chanel Iman, and Shareef O’Neal to the Saks Social Club underscores the retailer’s commitment to enhancing its brand presence and appeal. These celebrities bring their unique influence and reach to the programme, further solidifying Saks’ position in the luxury market.
By continuously evolving and expanding its ambassador programme, Saks aims to stay at the forefront of luxury retail. The Saks Social Club and The Saks Man initiatives are key components of this strategy, ensuring that the brand remains relevant and engaging to a broad audience.
With this latest expansion, Saks is poised to strengthen its relationships with luxury consumers and maintain its reputation as a leader in the high-end e-commerce space.