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Loehmann's wants to rebrand itself as a higher-end discounter, and Carly Zell might be its secret weapon. The 25-year-old Zell, who's profiled in today's New York Times Style Section, is the youngest of Loehmann's six personal shoppers. She operates out of the Chelsea store, where she helps chic older patrons find Chanel bags and Gucci ankle boots.
Zell is almost too young and hip for the job (or so the Times suggests), but she could wind up being the difference between Loehmann's and dearly departed competitors like Daffy's and Filene's. She and the brand seem equally ambitious. "Our competition isn't T. J. Maxx or Marshalls," Loehmann's CEO Steven M. Newman told the paper, "it's Nordstrom Rack, Neiman Marcus's Last Call, Saks Off Fifth."
As for Zell, she's quoted as saying, "I want to be the Rachel Zoe of New York, but a healthier version. My own clothing line, TV show. I want my name to be out there." Now it is.
· It's You, She Says, and at a Discount [NYT]
· All Loehmann's coverage [Racked NY]