Hasta La Creative!

“I remember going to Lord & Taylor every weekend with my Mom when I was a kid. There was always something so captivating to me about the Lord & Taylor lifestyle. All the best dressed people shopped there and I knew that I wanted to be just like them.” So says celebrity stylist Robert Verdi, living out his boyhood dream, such as it is, as the star of the retailer’s new ad campaign. He interviews shoppers about why L&T is their favorite store. Judging by some of the responses (“They have a great selection,” “They have every kind of make-up,” “It’s a no-brainer”), the patrons always wanted to write ad copy. The approach fits because the stores are so upscale. A downmarket place like A.J. Wright would have to ask customers something more along the lines of, “We can’t be your favorite store, so why do you shop here?” There’s only one appropriate answer. “Ambiance.” (Customers can be so cheeky sometimes.)

—Posted by David Gianatasio