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April 10, 2008

Lord and Taylor Re-Launches Its Legendary Rose

Lord and Taylor

The department store Lord and Taylor has re-launched its iconic Rose, first introduced in the 1940s and now re-created and re-colored in "sunrise," (a mixture of yellow and orange the store has adopted as its own). The exuberant new Lord and Taylor Rose is showcased on shopping bags, boxes, gift cards and in-store visuals in all 47 Lord and Taylor stores in the Northeast USA. In Manhattan, collages of the Rose are displayed in awnings and windows across the Fifth Avenue facade of the landmarked flagship store and wrap buses that carry New Yorkers and visitors to and from metro area locations.

Lord and Taylor is an upscale specialty department store with 47 stores in nine states and the District of Columbia. Founded in 1826, Lord and Taylor is America's oldest department store and one of the premier retailers.

Lord and Taylor

The store is also conducting its first annual contest to re-create the Lord and Taylor Rose from submissions of original art work by artists from around the world. "We are planning to bring back the Lord and Taylor Rose each Spring, each time a different version created by a different artist," says Jane Elfers, President and Chief Executive Officer. Artists, graphic designers and photographers can get details and contest rules by visiting Registration and submissions will take place online through May 26. Industry experts will select 60 entries and their images posted on the website on June 9. The public will have the opportunity to vote for their favorites, one vote per e-mail. The first round of the vote will close at midnight, June 22. Thirty top entries will be posted on the website, June 25, and the second round of voting will begin, ending at midnight, June 30. The winner will be announced on July 2. Besides having his or her Lord and Taylor Rose showcased in the store flagship's Fifth Avenue awnings and windows as well as in shopping bags, boxes, gift cards and in- store visuals in all Lord and Taylor stores next Spring, the winner will receive a $10,000 cash award and multiple mentions in national and international press.

Lord and Taylor

Photo: At Lord and Taylor -- display for the brand CLINIQUE, under the section BEAUTY & FRAGRANCE. (Photo Credit: Lord and Taylor)

The re-launch of the Rose is part of the Lord and Taylor rebranding campaign. The campaign, created by David Lipman, Chairman of LIPMAN, a leading branding and integrated advertising agency, aims to modernize the store's image. The campaign is showcasing the results of Lord and Taylor CEO Elfers' commitment to upgrading merchandise assortments, in-store services, amenities, and brand packaging, while upholding Lord and Taylor's 182 year history.

Source: Lord and Taylor

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Edited & Posted by the Editor | 2:06 PM | Link to this Post

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