Ann Inc Notes From NY- Brand History

Ann Inc Notes from NY

Intro & History

·       1950’s best-selling shirt dress

·       ‘Quintessential American Women’

·       Sportswear

·       They Archive old advertisements for inspiration for current campaigns and Ann Taylor line

·       They see themselves as a lifestyle brand- Versatile for all ages.

·       1990’s- Moves to Madison avenue

·       1993- Ann Taylor Petites

·       1998- Loft opened 18 Locations

·       2003- Ann Taylor Online

·       2004- Loft Online

·       50^th Anniversary they recreated the iconic 1950s shirt dress, 50 page spread in Vogue.

·       2003- Factory store opened, reduce cost by selling previous years best sellers but take away certain aspects of the design to keep costs down.

·       2006- 1 billion dollar brand.

·       2009- rebranding initiative to evolve client needs- more modern woman, enhancing client experience ‘The New Ann Fitting Rooms’ Girlfriends closet.

Competitors

·       Gap, Banana Republic, J Crew. (They say!)

·       Ann Taylor- Middle American Price= Success.

Stores

·       271- Ann Taylor

·       501- Loft

·       170- Factory Outlets

Values

·       Ann Taylor- ‘Top of the mind style destination for every generation of modern, working women’

·       Feminine, chic and sophisticated.

·       Loft- ‘The trusted personal stylist for the woman who leads a casually layered life’

·       Relaxed, accessible, great fit and versatile.

Past Faces of Ann Taylor

·       Demi Moore

·       Kate Hudson

·       ……………?

Loft Manifesto

·       Versatile, Trusting, Affordable, Feminine, Accessible and Genuine.

·       Brand Idea ‘This is you, This is Now’.

Brand Ambassadors

·       Real Women, Loft Girls. 100 Women.

Amy Beadle