Online only, Lord & Taylor unveils fall merchandising, new logo

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A quick dive:

  • Lord and Taylor this week started a new companyFall Fete” and announced “reimagined and renewed” merchandising that spans women’s, men’s, kids and expansions across beauty, travel, accessories and home; a host of brands, including Mos Mosh + V Italia, ICHI, Atelier Reve and Charles Tyrwhitt, exclusive to him in the US; and a new logo.

  • 200-year-old department store reopened online just last year under a new owner Saadia Group, which bought its intellectual property for $12 million at a bankruptcy auction a year earlier.

  • The then owner of Le Tote, a clothing rental site, had acquired Lord & Taylor in 2019 for $75 million from Hudson’s Bay Co. The pandemic disrupted his plans, and that was it the remaining physical locations closed for good after a year.

Dive Insight:

This company reflects Saadia Group’s trust in Lord & Taylor is a department store for decades middle class service well known for their gorgeous gowns, although creative director Tim Bitici at an Instagram post warnings“Don’t call it a comeback.”

The launch includes an overhaul of the fashion retailer’s iconic cursive logo, based on handwriting of longtime supervisor Dorothy Shaver. After her arrival in the 1920s, Shaver left her mark on Lord & Taylor’s fashion merchandising and its mid-century store architecture in American suburbs across the country. Lord & Taylor’s Bitici, in a statement, describes the new nameplate as using a “classic yet modern Helvetica font … alongside … a transparent ampersand to add extra edge.”

The wild party vibe in the video that accompanies the campaign suggests a departure from the suburbs that once housed the malls at many Lord & Taylor locations. It features people of all ages and nationalities from various regions, including Iowa, South Carolina, and Texas, who fly (and even fly in rockets) to the glitzy gathering.

“Our goal was to digitize the brand and create a better online experience,” Bitici said of the company as a whole. – We wanted to create a diverse, multi-generational fall campaign that would speak to everyone, and the fall campaign shot by Max Papendyk does just that. just that.”

Popendik is an Australian photographer who has shot for Vogue and well-known brands, including Ralph Lauren and Alberta Ferretti.

Online-only reboots happen, as do consumers adjusted many of their behaviorsreturning to stores to shop after being forced to rely on e-commerce for much of the pandemic and becoming more cautious about impulse purchases amid persistent inflation, although higher-income consumers are less likely, according to a recent of the Morning Consult study.

https://www.retaildive.com/news/lord-taylor-fall-merchandising-new-logo/632427/ Online only, Lord & Taylor unveils fall merchandising, new logo

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