New York & Company
Strategic Retention Presentation
OVERVIEW:
Founded in 1918, New York & Company is a storied American fashion brand that has evolved from a traditional brick-and-mortar staple into a modern, digital-first retailer.
Originally known as Lerner Shops, the company rebranded in the late 1990s to capture the "energy, excitement, and style of New York City," focusing specifically on versatile, affordable fashion for the modern woman. New York & Company is best known for its "wear-to-work" aesthetic, bridging the gap between professional office attire and chic weekend wear. Today, the brand operates primarily as an e-commerce destination.
ROLES:
Creative Direction
Graphic & Visual Design
Print Design
Package Design
INSIGHT:
During this period, New York & Company’s CEO specifically credited celebrity partnerships—such as the Eva Mendes Collection and Jennifer Hudson’s Soho Jeans—with driving "newness" and store traffic.
For Alliance Data, this presented a significant opportunity for a surge in new card acquisitions, as these exclusive collections served as the primary "hook" to drive credit program enrollment.
OBJECTIVE:
The primary goal was to demonstrate to NY&C’s stakeholders that Alliance Data was more than just a bank; they were a true brand partner.
By utilizing a "Bright Lights, Big City" aesthetic in sync with the celebrity faces of the brand, we successfully proved that the credit program was a seamless extension of the fashion brand, rather than a back-end financial product. This remains a classic example of relationship marketing—reflecting the client’s brand identity back to them, paired with a robust growth strategy.
RESULTS:
In Alliance Data’s earnings reports that year, the Private Label segment (which included New York & Company) saw credit sales increases of 20–30% year-over-year. This growth was driven by the exact "lifestyle" and relationship marketing alignment we aimed to achieve—transforming the credit card from a mere payment tool into a membership to the New York lifestyle.
Cardholders during this time were reported to spend significantly more than non-cardholders, validating the strategy of reflecting the brand’s identity within the financial product.
This initiative successfully bridged the gap between fashion marketing and financial services, a key pillar of Alliance Data’s "Know More. Sell More." philosophy.
