In an effort to spiff up its image with millennial shoppers, an iconic retailer is returning to its floral roots — and including a New York City florist in the campaign.
In what the Washington Post has termed a “major marketing and merchandising shift,” Lord & Taylor is reintroducing the rose as a signature design staple. The company, once affiliated with a rose, phased out the design element about 20 years ago. It’s now launching a comprehensive rose campaign (centered specifically on the ‘Free Spirit’ rose) to appeal to younger buyers.
“Executives hope [the rose campaign] will serve two purposes,” writes Sarah Halzack for the Post. “To telegraph a fresh, contemporary direction for the old-school department store without alienating the loyal shoppers who might fondly remember that the rose was a staple of Lord & Taylor marketing.”
Partners in that revitalization include Karl Lagerfeld Paris and Calvin Klein, along with Starbright Floral Design in New York City, which has been hosting a pop-up flower shop in the flagship Lord & Taylor since May 5. The shop will remain on-site through Mother’s Day.
“Even if we don’t sell a single flower, the publicity alone will be worth it,” said senior partner Nic Faitos. “The affiliation with Lord & Taylor just elevates our brand even more.”
As part of Starbright’s deal with the company, all designs featured at the pop-up will include ‘Free Spirit’ roses; customers who show a Lord & Taylor receipt showing a purchase of $150 or more receive a 25 percent discount on their flowers.