The annual Oscar de la Renta fashion show in Lake Tahoe was the crown jewel event for Saks Fifth Avenue. This much-anticipated event was always a sell out. During my seven productions I collaborated with the Oscar team and Saks Fifth Avenue merchants to increase incremental sales revenue for the event adding private appointments, and other selling experiences, cultivating a new, younger audience as well as developing the incremental sales potential for the Resort Collection.
The San Francisco Ballet Annual Fashion Show was another major event for both Saks and the SFBallet. I worked with our New York office to secure designers appearances that combined box office prestige to ensure successful ticket sales benefiting the ballet and commercial opportunity to drive revenue for Saks. During my seven productions of the event I expanded the revenue-driving activities for both Saks and SFBallet by adding pre-event in-store shopping activities related to the main event and by innovating the runway design to provide more front row (premium) seating.
Below: San Francisco Ballet Annual Fashion Show featuring Giambattista Valli
Below: San Francisco Ballet Fashion Show featuring Michael Kors
Hosting important designers and celebrities in smaller, intimate settings in the store was another key strategy for building customer loyalty, engagement and driving sales.
Below: Diane Von Furstenberg at Saks Fifth Avenue
Below: Bono and Ali Hewson for Edun
