thesis: lord & taylor launches design lab

Launches

Anushka KassimDecember 9th 2015

Agendao Lord & Tayloro Industry Trends o The Challengeo The Solution – Design Labo Launch Campaigno Resultso The Possible Disconnecto Moving Forward

A Brand of Many Firsts

"A Few of Our Favorite Things”November 12th 2015

Past Communications

199119741956

Industry Trends

Digital Purchase Behavior

“The Surprising Facts about Who Shops Online and on Mobile.” N.p., n.d. Web. 11 Nov. 2015. Think With Google. “The Customer Journey to Online Purchase.” GoogleTool. Think With Google. N.p., n.d. Web.

198 Million, i.e. 78%, U.S. consumers made a purchase online, in the 1st

Qtr. of 2014.

How marketing channels, for Large businesses in the Shopping industry in The U.S., influence the

purchase decision

These Millennials…“They

[Millennials] either buy something

expensive, or they buy Zara – because it’s a

similar sweater.

Zara has replaced the

need to spend $600 on a

Theory sweater.”

Lauren ShermanStyle and Fashion Writer

Lauren Sherman. Interview with Style and Fashion Writer, Gotham Magazine. Lord and Taylor and its Debut of Design Lab 28 Nov. 2015. Phone.

Music Festivals & Fast Fashion

Code & Theory – Proprietary Analytics and Data Mining Database. Instagram API. N.p., 2015. Web.

Millennials Luxury Online

Ortved, John. “Is Digital Killing the Luxury Brand?” AdWeek. N.p., n.d. Web. 30 Nov. 2015.

The Challenge

Who’s Shopping at Lord & Taylor?not Millennials

18-24* 25-34* 35-44 45-54 55-64 65+0%

10%

20%

30%

40%

50%Lord & Taylor’s Shoppers by Age (%)

*Low Sample SizesMRI+. Lord & Taylor In Last 3 Months: Any. MRI+, 2014. Web. Department, Clothing/Shoes & Specialty Stores - Times Shopped.

L&T’s Social Engagement Pre-Design Lab

Crimson Hexagon. Lord & Taylor - Social Listen January 2013-January 2015 (Before Design Lab). Crimson Hexagon, 2015. Web.

Posts

20K

15K

10K

5K

0 17 & Below 18-24 25-34 35+

Content Sources289,523 Posts

What’s In A Name?

Ariel WekslerBrand Director

“A contemporary line already existed in

stores… we just couldn’t

market it… because it was

under 60 different labels.”

Ariel Weksler. Interview with Design Lab Brand Director. The Design Lab Brand. 2 Nov. 2015. Phone.

Design Lab

March 2015

Launch Strategy

Target Audience

Jessica, 26

Strategy & Messaging

Tactics

Bea Miller

Results

Post Launch Conversation Trends

Topic Wheel Word Cloud

Crimson Hexagon. After Design Lab - Social Listening - April 1st 2015 - October 1st 2015. Crimson Hexagon, 2015. Web.

Social Media Engagement

Year 2014 Avg.

Jan-15 Feb-15 Mar-15 Apr-15 May-15

Jun-15 Jul-15 Aug-150

5

10

15

20

25Average No. of Twitter Interactions/Month

…Maybe a D?

*Interaction = (Retweets+Favorites+Replies)/Broadcast TweetCode & Theory – Proprietary Analytics and Data Mining Database. Twitter API. N.p., 2015. Web.

The Possible Disconnect

Millennials –

“Over 60% of Millennials viewed content positively

when it was customized to their personal interests, was

thought-provoking, and

useful in helping them navigate

their daily lives.”“Only Meaningful Content Will Drive Brand Loyalty Among Millennials | Loyalty360.org.” N.p., n.d. Web. 7 Dec. 2015.

They’re Just Looking for Meaning

Moving Forward

Moving Forward –

“One of the values of this line is to be socially compliant… We are also looking to develop that ‘Made in

America’ feel in the future… And an exclusive high-end designer

collaboration.” Ariel Weksler

Design Lab Brand Director

Be Social-ly Conscious

Being Socially Conscious

…Is Cool

Nielsen. “Global Consumers Are Willing To Put Their Money Where Their Heart Is When It Comes To Goods And Services From Companies Committed To Social Responsibility.” N.P., 7 June 2014. Web.

“Millennials represent 51% of those who will

pay extra for sustainable products,

and who check the packaging for

sustainable labeling.”

Scarcity & Exclusivity

Kelly MeyersSr. Strategist

“Fast fashion is much more than the production side of things. There is also a

volume play here that creates the

scarcity... If I don’t buy these now

they will be gone in a week!”

Collaboration with SVILU

“7 Eco-Friendly Fashion Labels to Know Now.” ELLE. N.p., n.d. Web. 7 Dec. 2015.

For those who tend toward a more relaxed,

bohemian vibe, SVILU’s

comfortable silhouettes,

romantic colors, and pretty little details will

likely call your name.

Shift Perception

Social Sentiment & Engagement

Increase Footfall

Number of Visitors

Increase Visitors to the Site

Number of Retained/Retarge

ted UsersSpend/Visitor

Boost Sales & Reclaim

Market Share

Sales/Sq. FootageRevenue

Objectives KPI’s

Tactics

Launches

Anushka KassimDecember 9th 2015