Saks Fifth Avenue E-Mail Campaign

Today, I received the following e-mail from Saks Fifth Avenue, sent to their e-mail subscriber list.

There were tabs above this image that the customer could click through to visit specific merchandise divisions. However, the title of the e-mail was "Presenting A Fresh New Face Of Saks Fifth Avenue", so the purpose of the e-mail was to specifically tell customers that there is a new logo --- "Presenting our latest logo, a classic script rendered with a fresh, new face".

Saks has been around for an awfully long time, so they obviously know what they are doing. I guess I am confused how I, as a customer, benefit from this announcement. I am also confused as to how Saks sells more merchandise because of this announcement. What do you think?