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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 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 the author: Crosby Noricks

Known as the "fashion publicist's most powerful accessory," (SD-UT) and the "West Coast 'It' girl of fashion PR," (YFS Magazine) Crosby Noricks is a brand strategist, author and founder of PR Couture. Crosby was included in the iMedia 25 Class of 2012 Internet Marketing Leaders and Innovators, and enjoys helping fashion and lifestyle brands connect with their audiences in meaningful and creative ways.

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Meet Crosby Noricks

Hi. I'm Crosby, Founder of PR Couture, Fashion Brand Strategist and PR Girl Mentor. I care about supporting and celebrating fashion publicists as well as helping companies connect with their audiences in more meaningful ways. Recently, iMedia included me in their annual list of 25 Internet Marketing Leaders and Innovators, along with people from Starbucks, Twitter and Volkswagon, which I think is pretty neat. Like Elle Woods, I am a Gemini-vegetarian (that's about where the similarities end). Let's connect: Check out my full bio, Brand Elixir sessions for brands or shoot me a note at