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Brief Published: 22 Sep 2014

Saks’ Social Style Icons

Saks Style Icon

US department store Saks has become the latest brand to instigate a social media marketing frenzy in a bid to drive online sales.

To celebrate the start of the Autumn/Winter 2014 season in earnest, Saks has invited fans of the brand to submit posts of themselves across a string of social media channels for the chance to become a 'Saks Style Icon'. The campaign culminates in a curated, shoppable 'selfie' hub on the brand's main e-commerce site.

Tapping into the millennial-driven culture of online self-promotion, the Saks Style hub is composed of a selection of images submitted by users via the hashtag #SaksStyle to Instagram, Twitter, Facebook and Tumblr, or via the Saks Style hub page. The images are handpicked by the Saks team and populate the site on a daily basis alongside an e-commerce link, which matches the image to a specific product on the main site, Saks.com.

Users can sort through images based on whether it's a street style or in-store shot, a specific product category, 'most trending' or 'most liked'. The fact that the only images to appear are those in which the 'model' is wearing an item stocked in Saks shrewdly incentivises those users who are particularly keen to self-promote to ensure they're decked out in brands found in-store.

For the most part, the images are street-style in composition and of 'real' people (as opposed to models) – consciously targeting the culture of peer-to-peer aesthetic approval already established on Instagram and Tumblr. For more on this important aesthetic consideration, see Instagram for Retail Brands, and Luxury Online for Millennials.

For more on the powerful influence of peer-to-peer communications, see New Brand Ambassadors, Social Media Seduction and The Social Sell.