Home Lord & Taylor Shakes Up Positioning with New Emphasis on Home
September 20, 2022
Lord & Taylor Shakes Up Positioning with New Emphasis on Home
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After a 200-year history, Lord & Taylor is taking a step into the future with a revamped assortment and approach to consumers that includes a new emphasis on home merchandise. 

Lord & Taylor is repositioning as a go-to destination for what the company characterizes as its community, a move that includes initiatives across categories. The company is expanding beyond clothing to also feature home, accessories, travel, and beauty assortments among others. Lord & Taylor stated that the aims of the revamp include providing obtainable luxury through a highly curated selection of both international and national new brands, many of which are exclusive to the operation. 

The brand’s new Fall Fete marketing campaign is the first major step towards implementing Lord & Taylor’s intention to establish a thrilling digital-led experience for customers, it maintained. In the period leading into the peak holiday shopping season, the campaign celebrates Lord & Taylor’s heritage and provides a look at what lies ahead.

Additionally, Lord & Taylor will expand international influences with brands such as Mos Mosh + V Italia, ICHI, Atelier Reve, and Charles Tyrwhitt — all of which are exclusive in the U.S. to Lord & Taylor, the company asserted — as well as Quiz, Vero Moda, and Gentil Bandit, among many others arriving next spring.

Home brands offered by Lord & Taylor include Alessi, Betsey Johnson, Cuisinart, Gibson Elite, Hampton Forge, Martha Stewart, Michael Graves, Nautica Home, Oneida, Oxo, Vietri, even Peanuts.

“Our goal was to digitize the brand and create an elevated online experience,” said Tim Bitici, Lord & Taylor’s new creative director, in announcing the assortment reconfiguration. “We wanted to create a diverse, multi-generational fall campaign that spoke to everyone, and the fall campaign shot by Max Papendieck does just that. In addition, it was important for us to simplify our logo. We landed with a classic, yet modern Helvetica font, then juxtaposed it with a transparent ampersand to add that extra edge.”

Mark Stocker, president of Lord & Taylor and New York & Co., noted, “Lord & Taylor is revolutionizing itself from the inside out to transform modern shopping into an effortless, elevated experience. In our leap into the future, we want to meet our customers where they are in all aspects of their fashion journey. We are here to provide them with the essentials they need to live their best lives, from day to night, office to dinner, school to formal, while also helping them discover new brands and must-haves.”

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