When the senior team of Saks Fifth Avenue came to Graj + Gustavsen, G+G determined that in order to be competitive in the changing marketplace, Saks needed to have distinct propositions that were unique to them. G+G devised a solution that included invigorating and repositioning some of SFA's existing brands and also creating new ones to exploit other opportunities. The Saks' Real Clothes brand was repositioned by G+G to reflect a modern sensibility, "Comfort is the New Luxury" for customers who want basic, functional style with sophistication. The 5 l 48 brand for Saks was created to target a more youthful fashion forward consumer. The name is derived from the notion that 5 l 48 is designed for the 5-day workweek and 48-hour weekend, as well as Saks' Fifth Avenue and Forty-Eighth Street locale. Bullock and Jones, established in 1853 in San Francisco, presented a rich and authentic platform for G+G to build upon. ĘG+G created the brand position "Modern Rules for Traditional Dressing." As part of a larger future positioning program, G+G designed the Spa+Sport brand for Saks. Spa+Sport has a clean international appeal that targets the youthful Saks customer of tomorrow.
