Designer looks are categorized as: The Modernist, Free Spirit, and The New Classic. This segmentation of three different types of women categorizes them, and prompts them to ponder, which one am I? Once a consumer defines their style and clicks on a look, a clip of a real person comes to life. The "real person" shares their story, introduces themselves, what they do, why they love the particular designer, and how the wardrobe works for their lifestyle. The interactive video is explicative, aspirational, and concise. It also opens and closes with the brand, compelling consumers with a call to action.

In addition, the sidebar contains detailed merchandise information and pricing, with links that take the consumer directly to the item. With the looming recession, consumers have an additional incentive because they offer free shipping on orders of $150 or more.

Featured in a setting that exemplifies each lifestyle, this type of online advertising can be highly effective. The consumer receives a tailored approach, showcasing their fashion style in a medium that promotes interaction. Moreover, the use of a "real story" testimonial humanizes a potentially bland, two-dimensional shopping experience.

View the Saks 5th Ave. website here.