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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 President and CEO, in 2003. Elfers said, "The stunning images depicted in this campaign will signify Lord and Taylor's relevance in the specialty department store arena." Lord and Taylor has created a buzz in the fashion industry by demonstrating its commitment to upgrading merchandise assortments, in-store services and amenities, brand packaging and the total overhaul of its media mix.
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.
Web site: http://www.lordandtaylor.com/

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