Lord & Taylor this week launched a brand new marketing campaign, “Fall Fete,” and introduced “reimagined and reinvigorated” merchandising that encompasses ladies’s, males’s, kids’s and expansions in magnificence, journey, equipment and residential; a number of manufacturers, together with Mos Mosh + V Italia, ICHI, Atelier Reve and Charles Tyrwhitt, unique to it within the U.S.; and a brand new emblem.
The 200-year-old division retailer reopened online-only final 12 months below new proprietor Saadia Group, which had purchased its mental property for $12 million at a chapter public sale the 12 months earlier than.
Then-owner Le Tote, an attire rental web site, had acquired Lord & Taylor in 2019 for $75 million from Hudson’s Bay Co. The pandemic stymied its plans, and all remaining bodily areas closed completely a 12 months later.
This marketing campaign displays Saadia Group’s confidence in Lord & Taylor — for many years a division retailer catering to the center class well-known for its stylish clothes — although Artistic Director Tim Bitici in an Instagram submit cautions, “Don’t name it a comeback.”
The launch consists of an overhaul of the style retailer’s iconic cursive emblem, primarily based on the handwriting of longtime govt Dorothy Shaver. After her arrival within the Nineteen Twenties, Shaver went on to make her mark on Lord & Taylor’s trend merchandising and its midcentury retailer structure in American suburbs nationwide. Lord & Taylor’s Bitici in an announcement describes the brand new nameplate as using “a traditional, but fashionable Helvetica font … juxtaposed … with a clear ampersand so as to add that additional edge.”
The wild-party vibe of a video accompanying the marketing campaign suggests a transfer away from suburbia the place many Lord & Taylor areas as soon as anchored malls. It options individuals of all ages and ethnicities from quite a lot of locales, together with Iowa, South Carolina and Texas, jetting (and even rocketing) off to a elaborate gathering.
“Our aim was to digitize the model and create an elevated on-line expertise,” Bitici stated of the marketing campaign general. “We needed to create a various, multi-generational fall marketing campaign that spoke to everybody, and the autumn marketing campaign shot by Max Papendieck does simply that.”
Papendieck is an Australian photographer who has shot for Vogue and high-profile manufacturers together with Ralph Lauren and Alberta Ferretti.
The web-only reboot comes as customers have adjusted lots of their behaviors, returning to shops to buy after being compelled to depend upon e-commerce throughout a lot of the pandemic and rising extra cautious about discretionary purchases amid cussed inflation, although higher-income customers are much less so, in line with latest analysis from Morning Seek the advice of.