Whatever the economic pundits think, there was no lack of consumer confidence Thursday at the opening of Off 5th Saks Fifth Avenue Outlet in Forest Fair Mall.

        Shoppers invaded the new store in droves, checking out everything from designer suits to imported glassware.

        “People were lined up when I arrived at 9:20 this morning,” Saks' special events director Diana Greenberg said. “It's been hopping.”

        Off 5th is the latest store that Forest Fair hopes will revitalize the mall. Among new-to-the-area merchants, outlet chains and value stores that have opened in the past few months are Bass Pro Shops Outdoor World, Burlington Coat Factory, Media Play and Stein Mart Outlet.

Shoppers check out the women's wear section of the new Saks outlet on Thursday. The store offers designer merchandise at discount prices. (Dick Swaim photos) | ZOOM |

        Most customers were familiar with Saks' merchandise and some had shopped other Off 5th locations.

        “I've gone to one in Nashville and was kind of curious to see what they had here,” L'Tanya Carter of Finneytown said. “I like the different styles and designs, and the prices are very good.”

        Ms. Carter came to look at suits and skirts, but wandered into other departments as well. “The selection of purses is awesome,” she said.

        Mary Wyatt of East Walnut Hills brought her granddaughter to the store opening and bought a pair of bright orange jeans for Sarah, 4.

        “A neighbor who works here slipped a note under my door with a 10 percent discount card,” she said. “But I'd seen (the store opening) advertised, too.”

        Ronald Covin, Off 5th president, said the store is the company's 50th in the United States, and “We are very excited about the possibilities for us in Cincinnati. We're excited about the familiarity this market has with Saks Fifth Avenue and the plans Forest Fair has about making itself a premier destination for the shoppers of Cincinnati.”

General Manager Julie Wharton in the home goods section, a popular feature at Off 5th. | ZOOM |

        Off 5th positions itself at the designer end of the discount retail spectrum, offering labels such as Versace, DKNY and Armani at reduced prices.

        “We have inventory from Saks Fifth Avenue, from the catalog and from vendors,” Mr. Covin said. “Our inventory is all spring right now. Customers will find current fashion trends.”

        Linda Clarke of Anderson Township looked over the accessories in the store's home furnishings department, a specialty of Off 5th locations.

        “The store is very well laid out, very shoppable,” she said. “There's a wide variety of products and a lot of assistance. I'm a shopaholic so I should know.

        “In the clothing departments, you can see how things tie together and make a whole outfit. A lot of thought went into this.”

        Instead of acres of racks, crates and warehouse-like decor, Off 5th creates displays designed to attract shoppers, make them comfortable and help them find what they want, Mr. Covin said. At the same time, the decor, staffing and background music were clearly planned to create a relaxed shopping experience.

        “It's not as upscale and intimidating as the store downtown,” Ms. Clarke said.

        Dustin Weiss, an employee of neighboring Bass Pro Shops, slipped in during a break to check out the new retailer.

        “I'm interested in seeing what it's got,” he said, trying on a Hugo Boss sportcoat. “I'm really big into clothes and worked in men's clothing before.”

        Mr. Weiss, of Fairfield Township, said he also shopped at the downtown Saks and was impressed by what Off 5th had to offer.
       

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