Robert Verdi Joins Lord and Taylor in Reality Advertising Campaign and Customers Star

NEW YORK, May 5 /PRNewswire/ -- In a bold move, Lord & Taylor launched today a novel "reality" marketing campaign, giving contemporary meaning to the old adage, truth in advertising. After hearing customers repeatedly refer to Lord and Taylor as "my favorite store," Jane Elfers, President and CEO, invited TV personality and celebrity stylist Robert Verdi, to find out exactly what that means. On recent days, surprised customers shopping in the store's flagship on Fifth Avenue, as well as in its branches in Scarsdale, NY, and Ridgewood, NJ, were delighted to offer to a roving Verdi their opinion about the iconic retailer, America's oldest.

When asked why she shops at Lord and Taylor, Terry gave Verdi a long list of reasons, ending with "... and because it's a no brainer." Margaux, another customer, talked about the great jeans the store has and "... because they have every kind of make-up," while Joanna, who Verdi found shopping for shoes, said she had come for her prom dress, adding, "... they have a great selection. I come here all the time."

A radio campaign starring the Lord and Taylor customers interviewed by Verdi will be broadcast in the New York Metro area, Boston, Philadelphia, Washington, DC and Syracuse, NY, starting today. In New York City, taxicabs will feature a video of the interviews. And as part of this campaign, a video of Verdi's fashion tips will be featured online in the store's website, www.lordandtaylor.com.

Lord and Taylor, which opened in May of 1826, established a remarkable reputation for personal service, quality and innovation. With a style deeply rooted in American tradition, the store became a standard-bearer for the fashion and retail industries and the favorite of generations of shoppers.

"I remember going to Lord and Taylor every weekend with my Mom when I was a kid ... there was always something so captivating to me about the Lord and Taylor lifestyle. All the best dressed people shopped there and I knew that I wanted to be just like them," Robert Verdi said. "They're a shopping institution and my favorite store."

Lord and Taylor has created news in the fashion industry with an on-going branding campaign. Aimed to project Lord and Taylor's unapologetically classic style revamped for the 21st century, the campaign showcases the results of the ambitious strategic initiatives established by Elfers to reposition the store.

"Everyone seems to have a wonderful Lord and Taylor memory," says Elfers. "Buying the gown for the Prom, having lunch at the Birdcage, visiting the Christmas windows. That good feeling provokes a constant comment, 'L and T is my favorite store.' With this reality campaign, we have proved that this sentiment again resonates with today's savvy customer."

ABOUT LORD AND TAYLOR

Lord and Taylor is an upscale specialty department store, with 12,000 employees in 47 stores in nine states and the District of Columbia. Lord and Taylor has built a reputation for attentive customer service and high-quality merchandise focused on apparel and accessories. Founded in 1826, Lord and Taylor is America's oldest department store and one of America's premier retailers.