Lord and Taylor debuts re-branding campaign

NEW YORK Lord and Taylor announced today that it is looking to modernize its image by launching a $10 million re-branding campaign this fall. According to the company, the new campaign will debut in August and run through the Holiday season and 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."

The campaign was created by David Lipman and shot in California by photographer Mario Testino. The ads will feature celebrities such as Carolyn Murphy, Lauren Hutton, Jacquetta Wheeler, Hanne Termote, Megan McNeirney and Erin Heatheron. 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. The campaign will also feature billboards that 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.