By  on December 14, 2010

Around 6:30 pm last Thursday, ESPN radio’s Michael Kay was interviewing New York Giants Defensive End Osi Umenyiora in a room full of suits. Literally. Racks of them — Calvin Klein, Perry Ellis, Boss Black. Kay’s broadcast took place on the 10th floor of Lord & Taylor’s Fifth Avenue Store, which was overrun with what one might call dudes.

Anyone who’s recently taken a New York City taxi and managed to suppress the impulse to silence Taxi TV probably saw Lord & Taylor’s Guys’ Night Out promotion, which commanded potential male customers to “man up” and shop. The annual men’s wear event, five years running, attempts to lure men into the store with things like free beer, food and cheerleaders. “We have the women’s customer — Lord & Taylor is known as a dress store,” said Jonathan Greller, L&T’s senior vice president and general merchandise manager for men’s, children and intimate apparel. “Now, we need the men.”

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