Lord & Taylor's Retailing Strategy

Paper Summary:

The paper relates that, in defining the future direction of Lord & Taylor's retailing strategy, it is critical that the branding, messaging, multi-channel selling, supply chain and retailing strategies be synchronized around a common objective of communicating vitality, high energy and style for professional women in the 35 - 55 age group. The paper outlines various strategic initiatives that all need to be brought together into more targeted direct marketing campaigns that synchronize all available promotional and sales channels.

From the Paper:

"In creating a synchronized strategy that ties together the entire operations of Lord & Taylor to support and accentuate this new, higher-end and high energy branding position, the controllable factors of designers, suppliers, and, direct marketing, and the remodeling of specific stores that have dated interiors needs to be first addressed (Schlesinger, 2). The uncontrollable aspects of price competition, growth of high-end specialty boutiques, and the onslaught of competition from mass merchandisers including Wal-Mart at the low-end all need to be taken into account in defining a unique identity for Lord & Taylor."

Sample of Sources Used:

• Moin, David. "L&T's New Strategy: Fall Season Seen Key To Store's Revamp". Women's Wear Daily.6/15/2007, Vol. 193 Issue 128, p1-11, 2p, 3c. Accessed from EBSCO Host on August 8, 2007.
• Schlesinger, Toni. "Dear Lord & Taylor, Retail's Resting Place". The New York Observer. September 1, 2006. Accessed from the Internet on August 8, 2007 from: http://www.observer.com/node/52666

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