Dive Brief:

• Saks Fifth Avenue partnered with Disney for six holiday windows at its flagship store in New York City themed around the new film "Frozen 2," the retailer revealed in a press release.​ The windows will be unveiled on Nov. 25.
• The windows will feature popular characters from the movie franchise and depict scenes from the latest film. "Frozen 2"-inspired fashions and gifts from brands including Roberto Coin, Converse and S'well will be featured in stores. Ferrero Rocher chocolates will be part of the design in two windows.
• The unveiling of the windows will include a live event featuring a musical performance by Idina Menzel, who voices movie character Elsa. The event will be livestreamed on Saks.com/Holiday and Disney.com. In addition, Saks is hosting an activation where kids can see characters Elsa and Anna in person on the store's 9th floor. Tickets for the activation will be available for $5, and will benefit New York-Presbyterian Phyllis and David Komansky Children's Hospital.

Dive Insight:

Saks' holiday windows are an annual tradition that give the retailer a platform to entertain New Yorkers and tourists who visit Fifth Avenue during the holidays to shop and view the elaborate decorations businesses put up, including the large Christmas tree in Rockefeller Center. Shoppers often line up to see the elaborate holiday-themed windows, underscoring their popularity and opportunity for marketers to get in front of large crowds.

While experiential marketing has been a growing trend the past several years with big brands, the Saks holiday windows — a decades-long tradition — point to the enduring relevance of the tactic. The retailer's holiday window marketing strategy is much the same each year with the exception of adding livestreaming and more tech-powered elements. For consumers that can't make it, Saks' livestream will extend the show's reach to a larger online audience. The retailer started livestreaming two years ago when it teamed with Disney on "Snow White and the Seven Dwarfs" to celebrate the 80th anniversary of the film. Saks livestreamed the launch with a sponsorship by Mastercard.

Saks' partnership with Disney's "Frozen 2," a follow-up to one of the studio's most popular children's movies, gives the retailer an appealing product line with a big story to tell. As the luxury retailer enters into the holiday season, which is nearly a week shorter than in prior years, the brand has a chance to keep up its momentum and capture holiday revenue with exclusive Disney products. The activation on the 9th floor will serve to draw people inside the store and potentially encourage purchases.

As brick-and-mortar retailers face growing e-commerce sales, and stores like Barney's close their doors, Saks Fifth Avenue remains a bright light for parent company Hudson's Bay Co. While the parent retail group has seen falling revenues across its portfolio, Saks has generated comparable-store sales gains for nine consecutive quarters.