Saks unveils fall Magalog on Instagram

Saks Fifth Avenue (TSE:HBC) unveiled its fall 2015 Magalog. The double-sided, 272-page issue showcases the luxury retail chain's fashion on Instagram.

"A Magalog of this magnitude called for a mammoth type of moment on social," said Qianna Smith, director of social media at Saks Fifth Avenue. "Instagram, being a highly visual platform, proved to be the perfect outlet to display the book in its entirety through both video and stills. Leveraging the technocal expertise of Hscusa.tv, we created a 3D model of the book and infused the pages with 2D effects, helping to bring this custom content to life."

The women's cover is featured on the @saks Instagram page. Each square that comprises the full image will showcase a singular section of the Magalog, so that viewers can flip through the book using 11 interactive videos.

Menswear will have a similar interactive experience on @saks_mens Instagram page, which will spotlight the men's cover. Using four videos, viewers will be able to view the season's trends and brands through 3D action.

"Interactive storytelling is a key variable to our social media content strategy," said Kathleen Ruiz, senior VP of marketing and public relations for Saks Fifth Avenue. "Having our Magalog on a platform as visible as Instagram allows our customers to experience this book at all touch points—in-store, in-home, online and mobile.

Saks has made a big push on social media over the past few years. Last fall during New York Fashion Week, the luxury retailer launched a user-generated content hub on its website under the tag #SaksStyle. In partnership with Curalate, the hub is designed to highlight Saks products featured in runway shows.

Also within the digital realm, Saks introduced free shipping on all online orders last year. Online sales are now a large and growing portion of overall sales for Saks' parent company, Hudson's Bay Co. HBC acquired Saks in 2013 for $2.9 billion.

Related stories:
Saks unveils shoe-only format
The rich get richer and for everyone else, there's Target
Saks uses social media to nab shoppers
Saks expands free shipping to all orders, no minimum
Hudson's Bay's e-commerce up 73% in quarter
 

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