Brand Relaunch

Loehmann’s
Television

Loehmann’s invented the concept of designer discounts. But the category they pioneered had become crowded with competitors. Our challenge was to differentiate the brand and make it relevant to a whole new generation. We achieved this by repositioning Loehmann’s with a new tagline, “Real designers. Really discounted.” We also embraced the fact that sophisticated women have been shopping at Loehmann’s for decades. The resulting campaign treated a woman’s first Loehmann’s shopping experience as a celebratory rite of passage to womanhood.

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