FOUNTAIN OF YOUTH: Is Lord & Taylor becoming Fifth Avenue’s party central? About 600 young women, primarily twenty- and thirtysomething, hit the second floor of the Fifth Avenue flagship in Manhattan Thursday night for the opening of The Birdcage shop, cramming the bar and jiving to the DJ.

Amid the cacophony, a practically inaudible Liz Rodbell, the president of L&T and Hudson’s Bay, said, “We’re planning to have an event almost every Thursday night.” Once the most-subdued of department stores, L&T has been feting a string of launches, like the Brand Assembly shop and the new shoe floor last month. Brand Assembly sells emerging and advanced contemporary designers while The Birdcage displays 30 exclusive or limited-distribution vendors, primarily accessories, jewelry, cosmetics, tech and home. It’s all part of the mission to get a younger crowd shopping the store without sacrificing the older base. “We’re utilizing bloggers and social media,” Rodbell said. “It’s working.” This week, L&T gets hip with a Jesse J performance on the roof to launch William Rast.

This story first appeared in the October 7, 2014 issue of WWD. Subscribe Today.

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