Saks Fifth Avenue is one of the most famous retail destinations in New York and, with a further 52 outlets across 25 states, also a major American retail brand.

Its challenge is simple: how to inspire customers to regularly revisit the store and to surprise and delight them with the breadth of its offer.

When futurologists defined cashmere as the latest hot trend, we were invited to work as creative catalysts to Saks’ in-house design team to create an innovative campaign to showcase it.

Our first step was to produce a buyers’ guide with 150 new merchandise ideas to showcase the beauty and functionality of the yarn (including cashmere skipping ropes, cashmere-lined dog collars and even $4,000 cashmere tents). Inspired by our ideas the buyers set about sourcing the products.

Inspired by the cashmere goats, we conceived the Wild About Cashmere promotional campaign. With the help of the in-store design team, this was then translated through the use of a graphic icon, in-store P.O.S, signage, tags, advertising and in-store theatre

We flew a family of cashmere goats to New York for the photoshoot and to attend the launch party, mingling on Fifth Avenue with models and guests.