Lord & Taylor Is Taking Your Dress-Shopping Game to the Next Level

America's first department store is leaping forward by looking back.

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While some brands look to the latest tech to survive in today's rocky retail environment, Lord & Taylor has gone and made a U-ey. As America's first department store, the first to move to Fifth Avenue, and the first to offer personal shopping, the iconic retailer is returning to its roots with the launch of the Dress Address, an entire floor in its New York City flagship dedicated solely to the art of dress shopping.

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Why dresses? Once upon a time, Lord & Taylor was widely known as the destination for them, and now, they're eager to reclaim that standing with the largest dress floor in America (30,000 square feet!). There's even a pop-up space—current feature: amazing vintage pieces selected by Cameron Silver of Decades—that'll change every eight weeks.

"A dress purchase is an emotional one, and knowing this, we wanted to focus all of our efforts on enhancing that experience," said Stephanie Solomon, vice president and fashion director at Lord & Taylor. "A dress designer's focus is on transforming the woman, making them feel comfortable and confident. It's a very special purchase and should be treated accordingly."

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But you don't have to go it alone. "A human connection is important when shopping for a dress, as the fit of the dress is of the utmost importance," said Liz Rodbell, president of Lord & Taylor and Hudson's Bay department stores. "The 38 stylists on the dress floor have received extensive training allowing them to best serve our customers by providing advice, options, or alterations."

And you'll experience that personalized attention the moment you step out of the elevator and onto the fifth floor. After being greeted by a concierge (and a bit of bubbly), your personal shopper will take the reins—so you can sit back, relax, and shop the way they used to back in the day.

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