Store brands are cheap. They're just low-end versions of the real thing. Or at least, that’s what everyone tends to think. So when we launched the SAKS FIFTH AVENUE MEN’S COLLECTION as a high-end private label for men, I had to counter the store-brand stigma.

I developed the tagline KNOW WHAT YOU’RE WEARING to center a campaign focused on the telltale signs of great craftsmanship.

We explained what was important in an engaging way. Soon, the KNOW WHAT YOU'RE WEARING line was everywhere: signage, hangtags, catalogs, ads.

The campaign was a massive success. Within 18 months, the SAKS FIFTH AVENUE MEN’S COLLECTION was the #1 men’s brand at Saks. It has become the blueprint for the launch of several more private brands.