Last Thursday, Lord & Taylor hosted a party for the opening of The Birdcage Shop in its Fifth Avenue flagship in Manhattan. About 600 twenty- and thirty-something women were on the second floor for the soiree, complete with a bar and a DJ.
According to Liz Rodbell, president of Lord & Taylor and Hudson's Bay, this was not a one-time event and the retailer plans to host similar gatherings almost every Thursday night, reported Women's Wear Daily. The move is part of an overall strategy to overhaul the department store's image to attract a younger shopper.
Another way in which the retailer is looking to capture younger consumers is through digital technology. This summer, Lord & Taylor launched an in-store mobile app featuring shopper deals and personalized content.
Last month, Lord & Taylor celebrated the launch of the Brand Assembly shop and the new shoe floor. Brand Assembly sells contemporary designers and The Birdcage displays 30 exclusive or limited-distribution vendors for accessories, jewelry, cosmetics, tech and home products. Both concept shops opened back in July as a way to inject a younger, more relevant fashion sense into the brand.
Coming up next: Lord & Taylor will host a performance by Jesse J on the roof of the building to launch designer William Rast.
-See this Women's Wear Daily article (subscription)
Saks expands free shipping to all orders, no minimum
Dick's Sporting Goods increases ship-to-store assortment by 120%
Men's Wearhouse extends click-and-collect to all stores, launches Find-It mobile app
Shipping is the 'Achilles heel' for retailers
Deckers opens first brand showcase store, 'innovation lab' to boost omnichannel growth