Lord & Taylor announces an exclusive partnership with Lifetime’s hit show, Project Runway, for the tenth anniversary season. The partnership includes an exclusive retail sponsorship for the season and a comprehensive integrated marketing program. “We are very excited to partner with Project Runway for its tenth season,” noted Bonnie Brooks, President of Hudson’s Bay Company, the parent of Lord & Taylor. “The mission of the show is very much in alignment with Lord & Taylor’s legacy of launching the careers of major American designers. We are looking forward to bringing this partnership to life through various product and marketing initiatives that we believe will resonate with our customer.”
As part of the retailer’s sponsorship, the show will feature a custom-built “accessory wall” with a well-edited assortment of Lord & Taylor’s shoes, handbags and accessories, which contestants will use to complete their looks during each challenge. For season ten, Lord & Taylor will host a never-before-done challenge at its Fifth Avenue flagship to air Thursday, August 30th. As part of the grand prize, the retailer will offer the winner of Project Runway the opportunity to sell their collection at the store.
Lord & Taylor and Project Runway have collaborated to create a comprehensive integrated marketing program that includes both online and in-store activations. Exclusive content from each episode and interviews will be available on www.lordandtaylor.com and Lord & Taylor’s social media platforms. Lord & Taylor will bring the show to life in its iconic Fifth Avenue windows and in store. Additionally, the store will host appearances from past and present Project Runway contestants for Fashion’s Night Out this year.
About Lord & Taylor:
Lord & Taylor is an upscale specialty department store that has built a reputation for attentive customer service and high-quality merchandise focused on apparel and accessories. Founded in 1826, Lord & Taylor is America’s oldest department store and one of America’s premier retailers. Today, Lord & Taylor operates 48 full-line stores in ten states and the District of Columbia, three Lord & Taylor outlet stores and lordandtaylor.com, the company’s online store. – Press Report Shelby Walsh
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