• by Kevin Ransom , May 6, 2008

Lord & Taylor has launched a fairly novel "reality" ad campaign with a series of radio spots that feature celebrity stylist Robert Verdi chatting with shoppers at three of the store's locations.

In the spots, Verdi asks the shoppers their opinions of Lord & Taylor, and why they like shopping there. The spots are running in the New York City area, Boston, Philadelphia, Washington, D.C., and Syracuse, N.Y.

A video version of the interviews is also playing on video screens in selected New York City taxicabs. Plus, a video of Verdi offering fashion tips can be viewed at lordandtaylor.com.

Verdi has been confabbing with Lord & Taylor shoppers "over the last two or three weeks," says Lavelle Olexa, SVP/public relations, special events and visual. Until two weeks ago, Olexa's responsibilities also included advertising, so she helped shepherd this campaign along with Lord & Taylor President/CEO Jane Elfers.

"We've been working with Mr. Verdi for some time--having him in the stores for public appearances--so we knew he was very personable, and that he would bring a sense of humor to the campaign," says Olexa. "Plus, he has a great fashion style, and he really is a draw for the customers--they really want to talk to him. He's so upbeat, and retailing needs an upbeat persona."

Verdi's chats with shoppers were conducted at Lord & Taylor's flagship store in Manhattan, as well as at branches in Scarsdale, N.Y., and Ridgewood, N.J. Olexa says Verdi will be chatting up customers in other markets as the campaign continues.

Over the last couple of years, Lord & Taylor has undergone a re-branding that has included "new merchandise--about 85% of our brands are new--plus all-new packaging, bags and boxes," says Olexa. "Plus, the stores have taken on a fresher look. Using Mr. Verdi in the campaign is part of our ongoing effort to be creative and innovative, and to get the message out that Lord & Taylor has changed, and re-branded itself."

Meanwhile, DHL, the express delivery and logistics company, announced on Monday that it has been chosen as the exclusive U.S. and international express shipping provider for Lord & Taylor. DHL announced that it will handle all U.S. and international package shipments for the retailer, including shipments to and from Lord & Taylor's distribution center in Pennsylvania and 47 retail stores in nine states throughout the U.S.