Lord and Taylor has announced plans to launch a 10 million re-branding campaign this fall. Aimed to modernize the store's image while celebrating its 181-year-old heritage, this new campaign will debut in Mid-August and run through the Holiday Season. The campaign will showcase the results of the four-year repositioning effort which was spearheaded by Jane Elfers, Lord and Taylor's CEO, in 2003.
Created by David Lipman and shot in California by celebrated photographer Mario Testino, the striking ads are "unapologetically classic with a multigenerational attitude." They feature a cast of iconic celebrities that include models Carolyn Murphy, Lauren Hutton, Jacquetta Wheeler, Hanne Termote, Megan McNeirney and Erin Heatheron, artist Ed Ruscha, socialites Lauren Davis and Lydia Hearst, plus the children John MacEnroe and Clint Eastwood. The images will appear in multi-page spreads in the September issues of Vogue and Vanity Fair, in ads featured in W, Harper's Bazaar, Elle, Town & Country, Cookie, In Style, Interview and GQ as well as in major national newspapers. In addition, 25 billboards will be placed in Boston, Chicago, Connecticut, Detroit, Philadelphia, New York, railroad stations in upscale suburban areas and the Bryant Park Tents during Fashion Week.
As part of the re-branding, a 250 million capital budget has been earmarked over the next five years, reflecting the commitment of NRDC Equity Partners, which purchased Lord and Taylor from Federated Department Stores in 2006 for 1.1 billion.