This once-defunct department store is back with ‘Accessible Luxury’

In retail, store closures and corporate bankruptcy filings seem to dominate the headlines. But everyone loves a good comeback story, and a groundbreaking department store is the latest to make a happy return. This chain, once completely defunct, is back and better than ever, launching a new ‘accessible luxury’ campaign for its loyal customer base. Read on to learn more about this iconic department store picking up steam.

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Growing up, a visit to your local mall wouldn’t be complete without a visit to Lord & Taylor. Lord & Taylor, America’s first and oldest department store, was the go-to place for jewelry, new shoes, home appliances, or even a prom dress. But the retailer and its owner Le Tote filed for Chapter 11 bankruptcy in August 2020, and after 195 years in business, the company closed the last of its remaining brick-and-mortar locations in February 2021. forbes reported. However, Lord & Taylor did not remain broken up for long.

Lord & Taylor’s new owner, The Saadia Group, came to the rescue in April 2021. The brand was re-launched online, effectively bringing Lord & Taylor back into business. Plans to reopen physical locations don’t appear to be in the works, but shoppers will be pleased to know they can still shop virtually in-store.

“The future of retail is fast and agile, which is reflected in our team, who managed to put together a fantastic range of merchandise and website in a record time of less than 120 days.” Jack Sadia, director and co-founder of Saadia Group, said in a 2021 press release announcing the digital launch. “We are determined to continue the rich heritage of the brand in a progressive way. Today’s unveiling is just the beginning.”

True to their word, the move to e-commerce was just the beginning as the brand is now taking it a step further.

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According to a Sept. 20 press release, Lord & Taylor is “leaping into the future” by expanding its online presence. The brand launched the Fall Fete campaign, which encompasses “accessible luxury, must-have ensembles, and both relaxed and show-stopping, off-the-peg clothing.” While the company is looking to appeal to a new group of customers, the publication also highlights the need to honor its 196-year history.

“Lord & Taylor is revolutionizing itself from within to transform modern shopping into an effortless, upscale experience,” Markus StockerPresident of Lord & Taylor and New York & Company, in press release.

“As we leap into the future, we want to meet our customers where they are in all aspects of their fashion journey,” he added. “We’re here to provide them with the essentials they need to live their best life, from day to night, from the office to dinner, from school to partying, while helping them discover new ones Discover brands and must-haves.”

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lord and taylor fall 2022 campaign
Lord & Taylor

Taking center stage on the retailer’s website, the new campaign invites shoppers to ‘shop’ the story across brands for women, men, kids and home. A video on the homepage shows people of all ages, shapes and sizes preparing for and then enjoying a decadent party, also known as a fete. The video ends with the lyrics “Lord & Taylor Reimagined”.

According to the press release, the campaign is part of an initiative to move towards a “victoriously diverse future”.

“Our goal was to digitize the brand and create an elevated online experience,” Tim Bitici, Lord & Taylor’s new creative director, in the press release. “We wanted to create a diverse, multi-generational fall campaign that appealed to everyone, and the fall campaign shot by Max Papendiek does exactly that.”

Bitici also noted the redesign and simplification of Lord & Taylor’s logo. “We ended up with a classic but modern Helvetica font and then faced it with a transparent ampersand to give that extra edge,” he said.

Lord & Taylor phone app
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According to the press release, this is just the first step for the new campaign as Lord & Taylor broadens its “global perspective”. Additional international brand names will be available exclusively on Lord & Taylor’s US site, including Mos Mosh + V Italia, ICHI, Atelier Reve and Charles Tyrwhit in spring 2023. At the same time, the digital department store is also launching quizzes. Vero Moda, Gentil Bandit and other brands in its range.

“We are evolving alongside the needs of our customers to offer a curated selection of international offerings that prioritize quality design and luxury as this is central to our new mission,” said Stocker.

According to the press release, buyers are asked to “stay tuned” for more news and product launches to be announced “very soon.”

https://bestlifeonline.com/lord-and-taylor-online-campaign/ This once-defunct department store is back with ‘Accessible Luxury’

Sarah Y. Kim

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