What does the wind of current economic change do to the major retail players such as luxury department stores? It’s forcing them to readjust their stock policy to address falling demand and requires them to come up with a strategy to keep their shop floors busy.

Major US luxury brand department store Saks Fifth Avenue is meeting the challenge and is rolling out new men’s wear private collection in their stores.

The idea has been incepted two years ago and the recession did not stop it from coming reality this week when around 130 executives from its stores around all over US were present at Saks flagship store in New York for a catwalk presentation. Arguably the most important launch for the store; it targets both old and new customers.

The first ones will be impress with the collections commitment to quality, attributes and wearability. Special hang tags are being created to underline the quality and benefits. Titled “Know What You’re Wearing,” those will offer customers information on fabric, its quality and production origins.

The store is also hoping to attract new customer, ones that used to think about it as too expensive and trendy. We are however not sure how that is going to work, as the prices are about 20 percent higher than the opening-price point merchandise. It’s hard to see at this point how this brand will win new customers. For example, one would find polos from $65, and pay $75 for ties; suits will be from $1,100 to $1,300 and up to $1,500 for outerwear.

Further to demonstrate the importance of this launch Saks will move other luxury brands in order to put a bigger emphasis on its new collection. One thing for sure – expect even bigger competition for customer attention with new bold moves and ideas.

As for now, some brands are already working on new strategies to put their name outside the box of brand shops and department stores. We will be curious to see what other retailers, including Selfridges in London and Mitsukoshi in Tokyo will do to rival Saks initiative.