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Lord & Taylor is Luring Millennials With Weekly Parties

Photo: Getty
Photo: Getty

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Lord & Taylor has figured out how to get the kids back into its department stores: Throw lots of parties and the millennials will flock. The department store is testing out the method in its Manhattan flagship, where it hosted a gathering of about 600 young women last Thursday to celebrate the opening of The Birdcage accessories shop.

The Bag Snob's Tina Craig and The Glamourai's Kelly Framel showed up for the party, which was all part of Lord & Taylor's new strategy. "We're utilizing bloggers and social media," Liz Rodbell, the president of Lord & Taylor, told WWD. "It's working." The retailer plans to host parties nearly every Thursday night in its Fifth Avenue store in the hopes that it can continue to draw in younger crowds while simultaneously maintaining its older customer base. Tonight, Jesse J will be performing on Lord & Taylor's rooftop to celebrate a William Rast collection launch.
· Lord & Taylor Launch Parties Draw a Younger Crowd [WWD]
· Target Takes Aim at Millennials With New Mobile Upgrades [Racked]
· Vera Bradley's Plan to Woo Millennials Doesn't Involve Paisley [Racked]