Though some would say other wise, blogs aren’t showing any sign of slowing down. As a matter of fact, brands are investing even more in their blog projects than ever before.

Today marks the soft launch (re-launch actually) of Saks Fifth Avenue’s POV – short for point of view – the company’s web initiative that’s half blog, half magazine. The site produces branded content that not only helps to engage viewers but also indirectly sell to them.


New content includes compelling interviews, like the latest on Tom Ford about the launch of his new beauty line that’ll be carried in the store, along with branded columns and feature articles.


Editorial director Sophia Chabbott leads the project including personal “Letters From The Editor” that relate the site much closer to an interactive magazine than a blog. Unlike other blogs about ecommerce and luxury (think Nowness, The Bergdorf Goodman Blog, etc.), POV is fun. There’s a mix of trend stories, street photography, video interviews and branded columns like “How to Make it In NYC” that invite readers to come back for more. Simply put, its not yawn-inducing.


“We believe the blog should represent our customer and her lifestyle,” Incandela said. “We want to create a differentiated experience.” Denise Incandela, chief marketing officer and president of Saks Direct told WWD.


The content is short and conversational, a far cry from the old long-winded, fantasy-telling verbiage of pioneer luxury/fashion sites. Its a young and fresh way to engage consumers and spark interest from potential and existing shoppers. “We’ve learned that the more we can engage the customer, the higher the spend,” said Incandela


Well done. The site which launched in December 2010 differs from many in that it pushes exclusive content, a behind-the-scenes look at the ongoings in Saks Fifth Avenue and stories of its designer. The efforts make the consumer apart of the story.


The team seems to be working on building its online community and following by including a “Blogs We Love” section on the site’s main page and engaging with its 80,000+ twitter following.


Definitely a big change from the Saks Fifth Avenue look and feel of just 5 – 10 years ago. Perhaps because today’s affluent and influencers are skewing younger by the day. Tavi Gevinson anyone?