By  on October 18, 2012

Whether it’s a firm’s first or 10th time sponsoring the Emmy-nominated show “Project Runway,” both Lord & Taylor and L’Oréal Paris say exposure through the partnership has boosted brand awareness.

“For us, this show revolutionized the way consumers see fashion,” said Marc Metrick, executive vice president and chief marketing officer for Hudson’s Bay Co., which owns Lord & Taylor. “[We wanted to] bring the Lord & Taylor brand to the consumer that gets fashion and wants to be a part of it.”

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