Lord & Taylor will launch two new concept shops this fall at its Fifth Avenue flagship location. The shops, Birdcage and Brand Assembly, will showcase emerging talent on the second floor of the store--just off the escalator--in their own unique micro sites.
The retailer hopes to inject some new fashion relevance into its store, reported Women's Wear Daily. "We're testing new concepts in our flagship. It's a great place to bring new exciting ideas," Liz Rodbell, president of Lord & Taylor and Hudson's Bay told Women's Wear Daily.
The Birdcage collection, slated to open in October, will feature an eclectic assortment of more than 1,000 styles from 30 vendors. The merchandise will primarily include accessories, but home and food products will be featured as well, in addition to jewelry, cosmetics, tech and apparel.
"Not every single one of the brands are new to Lord & Taylor, but the way we are putting it together is new and unique. It's fashion, food and art together," Rodbell said.
Brand Assembly, which will open in September, will showcase about 20 up-and-coming contemporary designers. The average ticket will be approximately $350, with prices ranging from $60 to $3,000.
Brands that do well during the test run could potentially be displayed more prominently for a longer period of time, or even join the contemporary department on an ongoing basis.
Lord & Taylor is hoping to lift retail sales by offering consumers innovation and novelty worth opening up their wallets for.
Lord & Taylor is not alone. Bergdorf Goodman is developing a fashion lab on the sixth floor for emerging talent, and Macy's now offers Designers-in-Residence of the Fashion Incubators program, which provides designers with work space and guidance for a year.
Promotion of Birdcage and Brand Assembly will primarily be conducted through social media and digital marketing. The retailer wants to create an interactive experience across different media platforms.
Hudson's Bay, the department store's parent company, rolled out an expansion of its digital marketing initiatives this past spring in an effort to bolster online sales and offer luxury consumers more convenience.
-See this Women's Wear Daily article (subscription required)
-See this Fashion Times article
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