Lord & Taylor Reaches Out to Younger Demographic with Social, Mobile Strategies

How does a luxury department store lure in it’s next generation of savvy, high-end customer? By letting them ” help determine Lord & Taylor’s Christmas windows,” (surely they mean holiday windows!), using Facebook fan submitted photos in their windows during FNO, and launching a SMS mobile strategy that now has more than 100k users, obviously!

Lord & Taylor CEO Brendan Hoffman sat down with The High Low to discuss these and other social media strategies the 5th Avenue shopping staple has implemented in the last year and a half. Most interesting to note are the ways in which the department store is seeking to close the gab between online and offline activities, such as a prom event in-store that connected with a Facebook campaign.

“Wherever our customers are, in-store, online, or via mobile, there’s a way to connect with Lord & Taylor, even if right now the experience isn’t equal across all the mobile channels.” – Brendan Hoffman, CEO Lord & Taylor

While execution can sometimes be a bit clunky (the Facebook landing tab could use a luxury design touch a bit more befitting of the brand, and a recent tweet with a broken bit.ly link left a bit to be desired), it is encouraging to see a major retailer connecting the dots with regard to digital marketing and in-store activities. Crowd-sourcing windows, reaching out to the prom customer and being available for customer service are each powerful tactics to keep Lord & Taylor relevant and entrenched in the daily world of today’s social customer.

Check out the latest social promotions and content from Lord & Taylor for yourself on Facebook and Twitter.



About This Author

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. Crosby spends her time managing PR Couture and mentoring fashion publicists through PRISM and Instappable, as well as the biannual NYC workshop, Fashion PR Confidential. Occasionally, she opens up limited consulting spots for emerging brands through her signature offering, The Brand Elixir.