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Celebrity stylist Robert Verdi joins Lord & Taylor Reality

06
May '08
In a bold move, Lord & Taylor launched 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.

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.

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.


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