Lord & Taylor

THE CHALLENGE

Retail was lagging in general, and Lord & Taylor was flagging in particular. Founded in 1826, Lord & Taylor is the oldest department store chain in the United States, which makes it an icon. And, in 1914, it was the first major department store to move to Fifth Avenue, and that makes it a trendsetter. But time can be a cruel mistress, and even icons get tired.

THE INSIGHT

Trendsetting is in Lord & Taylor's DNA, but their existing marketing said dowdy instead of diva. The fix? Bring back the razzle-dazzle with a head-to-toe makeover that will not only make L&T relevant again but also introduce the brand to a new generation of trendsetters and influencers.

THE SOLUTION

Our strategy was to refresh by being fresh. To clear out the visual clutter and give the brand breathing room to soar. We also cleaned house and brought in our own team of A-list stylists, hair and makeup artists and cinematographers, all of whom executed our vision to a T. Now cue the band(s). With a new look, came a new sound. We added up-and-coming bands to our roster of new talent to heighten the fresh factor.

THE RESULT

The campaign was a success across all media, consistently increasing year-to-year comps and significantly boosting revenue with our targeted retail and online sales events. An icon was back. And who doesn’t love a comeback?