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.