Lord & Taylor has it in the bag

NEW YORK Lord & Taylor kicked off New York Fashion Week with a new design of their own—-new shopping bags and boxes. The launch, which debuted last week in the Fifth Avenue windows of the company's flagship store in New York City, spans all 47 stores in the Northeast.

As part of the repositioning effort lead by David Lipman and Jane Elfers, president and ceo, the branding campaign has switched out the drab grey bags for high-quality white bags with a ‘Sunrise’ surprise, otherwise, an orange/yellow interior, which represents the new spirit of the 181-year-old store. The Lord & Taylor script logo remains unchanged.

"The new packaging program is an integral part of our on-going branding campaign and their extraordinary quality demonstrates Lord & Taylor's commitment to enhancing in-store services and amenities, as well as to upgrading merchandise assortments," said Elfers.

A$250 million capital budget has been earmarked over the next five years, reflecting the commitment of NRDC Equity Partners, which purchased Lord & Taylor from Federated Department Stores in 2006 for $1.1 billion. The branding campaign includes a complete renewal of Lord & Taylor’s media mix.