An Icon Reimagined: Steering Lord & Taylor’s Digital Resurgence
Challenge:
In the aftermath of a tumultuous season marked by store closures due to the pandemic, the iconic Lord & Taylor brand stood at a pivotal juncture. With a new ownership visioning a pure digital avatar for the brand, the quest was clear yet formidable: chart the waters of digital transformation and anchor the brand’s prestige in the vast online landscape.
Approach:
Chameleon Collective, with its innovative prowess, embarked on this transformative journey deploying our signature CLEAR assessment. This meticulous analysis spotlighted the road to be taken across all marketing dimensions, from CRM to performance marketing. Recognizing the salient growth arenas, we championed the Saadia Group’s digital turn. This involved orchestrating a symphony of right talent acquisition, refining agency interactions, and embedding tried-and-tested marketing protocols.
Impact:
The turnaround was swift and pronounced. Our strategic interventions not only tuned Lord & Taylor’s internal reporting mechanisms but also opened the doors to potent vendor partnerships and judicious fund reallocations towards more lucrative marketing channels. The resultant vitality saw an astonishing uplift in Return on Ad Spend (ROAS) by 170%. Furthermore, Q1 2023 celebrated a revenue boom of 325%, even with a media budget increment of 55% year-over-year.
