Lord & Taylor incorporates Brand Assembly into its store

Brand Assembly, a Los Angeles wholesale trade show, is being brought into Lord & Taylor, New York based department store as a new retail concept.

Lord & Taylor, known for its refined fashion, teamed up with Hillary France, founder of Brand Assembly in order to make this project happen. According to Fashionista, Stephanie Solomon, vice president and fashion director of Lord & Taylor, thought of the new venture in an attempt to attract millennial customers and involve more hip, young designers. “Millennials really aren’t that brand-conscious; they love the idea of telling someone, ‘I’ve discovered this new label,’” Solomon told the publication.

France shared the same vision as Solomon: attracting and promoting new, exciting designers. Lord & Taylor carries high-end brands such as Coach, Kate Spade New York, BCBG Maxazria, and more. The SoCal trade show provides an outlet for contemporary brands to showcase their designs. Through this partnership, Lord & Taylor can bring a youthful edge to its department store.

Lord & Taylor has been established as one of New York’s oldest specialty retail department stores. Founded in 1826, the brand is known nationally and consists of 50 stores. As a traditional establishment, making a move towards the younger generation is in the establishment’s favor.