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Lord & Taylor Launches Rebranding Campaign
July 23, 2007
In an effort to modernize its image while keeping in line with its classic, multigenerational style, New York-based Lord & Taylor will debut a $10 million campaign exclusively dedicated to rebranding and scheduled to launch mid-August, according to WWD.com. The campaign, under the direction of advertiser David Lipman, will encompass multipage ads, billboards in major metropolitan areas, an updated logo and a restructured website. Jane Elfers, president and CEO of Lord & Taylor, said the brand makeover is a long-term commitment by Lord & Taylor to shed its outdated reputation and entice younger clientele while retaining existing customers. Lord & Taylor also plans to invest $250 million in store renovation over the next few years.
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DDI visited the new JCPenney department store at Manhattan Mall in New York and spoke with store manager Joe Cardamone. Below is video of that conversation paired with a walk-through tour of the new store. For more on the JCPenney store, look out for DDI's November/December issue mailing out at the end of November.
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