Ann Taylor
As a brand Ann Taylor has a strong concept behind what they
are about. Their primary focus is on a modern day woman and aim to represent all
the aspects they feel are within her. They
describe themselves as being “Feminine, Chic and Sophisticated” reflecting
classic styles and cut that are suitable for everybody; they also believe that
they are “a top destination for every generation of modern, working women.” The
brand works well because their prices are Middle-American; not overly expensive
but not cheap, and as they’re targeting working women they know their consumers
can afford to pay what they charge.
Ann Taylor have had big names feature on their current campaigns
to promote the brand and the ethics they stand for. Both Demi Moore and Kate
Hudson are the most recent; strong working mothers, giving women of all generation’s
something to aspire to be.
Brand Identity:
Attributes – Versatile,
Fit, Chic, Accessible, Quality, Inclusive
Promise – Loyal, Reliability, Wearable, Fits to real
people’s lives
Personality – Feminine, Confidence, Sophisticated, Classic,
Elegance
Source of Authority –
ANN INC.
Brand Essence – American, Women, Elegance, Classic
Ann Taylors
advertising campaign seem to project quite well what they are about. The words
in which people have described when shown their recent campaigns match a lot of
their brand identity. The majority of people we asked said they would rather
shop at Ann Taylor then Loft going by the images we showed. However as a brand
trying to target women of all generations they need to be careful that their
campaigns are not to mature for young women who associate the brand with their
mothers.
(Perceptual Map)
Rakhee xx
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