• Women's Wear Daily, Monday, July 23, 2007 11:17 AM

A $10 million branding campaign launching in mid-August will modernize Lord & Taylor's image. At the same time, it promotes the 181-year-old store's heritage and its "unapologetically classic, multigenerational" approach to style, says president and CEO Jane Elfers.

The effort follows four years of store closings, re-merchandising and ownership changes. The $10 million-plus expense is just for this year's branding effort, and will be completely separate from newspaper advertising. Those ads will continue to focus on product and sales.

The campaign, created by ad guru David Lipman, will launch with multipage spreads in Vogue and Vanity Fair, as well as pages in other magazines. Ads will also appear on 25 billboards in Boston, Chicago, Connecticut, Detroit, Philadelphia and New York.

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