During a transitional period, I took over as Creative Director for all the brands of HBC, including Lord + Taylor. The department store brand was in need of a clear purpose, so we developed a streamlined brand identity centered around all-American classics. The new approach involved everything from casting and styling to partnerships with the merchants, helping us simplify and augment the brand message.
IMPACT
• We injected some much-needed clarity and spirit into the brand, with sharp increases in traffic to lordandtaylor.com.
• Customer research found that we'd significantly raised perceptions of style, value and relevance.
• We injected some much-needed clarity and spirit into the brand, with sharp increases in traffic to lordandtaylor.com.
• Customer research found that we'd significantly raised perceptions of style, value and relevance.
In-store: We launched a small curated shop of quirky pickup items called the Birdcage.
In-store: We capitalized on our #1 driver—dresses—with a new dress floor in New York and a campaign to match.
I worked with the merchants to develop a list of 100 timeless styles, which would anchor the shopping experience both on lordandtaylor.com and in stores. The L+T Favorites would all be available in multiple colorways, so the marketing focused on dynamic presentations of product variations.
