Saks in Cincinnati

Saks Inc. (Birmingham, Ala.) has started unveiling the multimillion-dollar renovation of its Saks Fifth Avenue store in downtown Cincinnati, The Cincinnati Enquirer reports, revealing glimpses of a retail space that pays homage to the golden age of retailing, when tony department stores attracted customers with ambience and attentive service.

Complimentary cocktails are among the amenities offered in the plush new “Men's Living Room” — the lounge and fitting area in the Armani suit department on the main floor where Saks customers can order liquor or beer from a wet bar, sit back and watch a Cincinnati Reds baseball game on TV or read racked newspapers while they wait to be fitted.

In the adjoining jewelry department, which has been expanded to almost three times its original size, the new estate jewelry display glitters with an air of exclusivity that's enhanced by the adjacent private viewing room.

The new features represent the first phase of the renovations at Saks. The project, financed with $6.6 million in public money from the city of Cincinnati, is slated to be completed in October.

“Our goal is to provide our customers with the most inviting, luxurious shopping experience possible,” Ina Levinson, Saks' general manager, told the Enquirer.

In addition to new features, Saks hopes to enhance its customers' shopping experience with several new services, including valet parking and a “Service First” desk on the main level. Desk attendants can arrange appointments with personal shoppers, have packages delivered to the hotel rooms of out-of-town customers and even book theater reservations, among other things.

Saks also plans to expand its selection of designer labels. By early fall, Saks will unveil a new Louis Vuitton handbag department, which will include a full line of ladies shoes. Also coming in the fall is a Chanel handbag and accessory boutique.

Kurt Barnard, chief economist and president of Barnard's Retail Trend Report, a New Jersey-based consulting company, told the Enquirer that Saks' redesign is definitely not for the masses.

“Every department store is seeking its niche, something it calls its own and sets it apart from the rest of the competition,” says Barnard, who will be a keynote speaker at VM+SD's International Retail Design Conference, Sept. 17-19, 2003, in Miami Beach. “Saks has done that by making shopping an activity of leisure and comfort, and offering merchandise that its target customer treasures.”

For more information on VM+SD's International Retail Design Conference, including session descriptions, schedule of events and registration details, visit www.irdconline.com.