Loehmann's invented the concept of designer discounts, but after 90 years in business, sales were lagging and its once legendary status had diminished. Our challenge was to make Loehmann's relevant to a whole new generation, while standing out from the competition as the trusted source for genuine designer discounts. We embraced the fact that sophisticated women have been shopping there for decades and crafted a new tagline, “Real designers. Really discounted.” This new positioning communicated the brand’s upscale pedigree and curated approach to fashion deals. Our ‘Milestones’ campaign treated a woman’s first shopping experience at Loehmann’s as a rite of passage to prepare for and celebrate. We took a playful approach to give Loehmann’s the young, fun personality it needed to attract a new generation of women.