Lord & Taylor Doubles Down on Dresses
Lord & Taylor launched The Dress Address, New York's largest dress destination, at its Fifth Avenue flagship, 424 Fifth Avenue. Spanning more than 30,000 square feet, the fifth floor of the New York City store has been transformed and renovated to accommodate an expanded assortment of dresses. The newly updated space devoted entirely to dress shopping for all occasions, includes a rotating pop-up shop, concierge and The Gallery, a dedicated area for designer dresses.
"For our customers, Lord & Taylor has always been about the dress," said Liz Rodbell, president, Lord & Taylor and Hudson's Bay. "Dresses are the core of Lord & Taylor's DNA and the launch of The Dress Address provides a tremendous opportunity to offer customers the most fabulous assortment of dresses."
The Gallery is an elevated shopping experience complete with its own branding, exclusive packaging, complimentary alterations, luxurious robes and other elements appealing to new and existing clientele. Spacious personal shopping suites have been designed to integrate a social shopping environment, accommodating small parties. Set apart in a private alcove, The Gallery includes luxury dresses from iconic designers such as Oscar de la Renta, Marchesa, Naeem Khan, Zuhair Murad, Temperley London, Antonio Berardi, Luisa Beccaria, Reem Acra and Preen by Thorton Bregazzi, amongst others.
The dress floor exhibits a rotating pop-up shop that launches with one-of-a-kind vintage designer dresses curated by Cameron Silver, co-founder of Decades. Shop concepts will be updated quarterly. Paper Crown, designed by Lauren Conrad will be the next installment. A concierge dedicated to guest services is also stationed on site, greeting customers and connecting them with specialized personal stylists who can help with all shopping needs ranging from the perfect date night look to suggestions for wedding guests and beyond.
A series of custom screen walls help zone the floor into various atmospheres that accommodate a diverse range of dresses for every occasion. The impressive space boasts more than 35 luxurious fitting rooms equipped with new and updated fixtures including call buttons, selfie sticks and illuminated mirrors that feature adjustable mood settings for day, home, office and night. Exclusive styles and emerging and established brands such as, Badgley Mischka, Calvin Klein, Carmen Marc Valvo, Karl Lagerfeld Paris, Paper Crown, Rachel Rachel Roy, Rachel Zoe, Tadashi Shoji and WAYF are also available.