Notes from Seminar!

Ann Taylor: Brand Identity

• Work to weekend wear
• Workwear
• Confidence
• Sucessful
• Professional
• Ethical
• Inclusive
• Versatile
• Quality
• Broad Product Range
• Unapologetically Feminine 
• Women for women
• Loyal
• Empathic
• Camaradie 
• Classic
• Simple
• Sophistication

Loft: Brand Identity
 

• Youthful
• Practical
• Urban
• Metropolitan
• Casual
• More Targetted
• Weekend Wear
• Trend Aware
• Embellishment/Unexpected Detail

Brand Identity that applies to BOTH brands:

• Versatile
• Fits to real peoples lives
• Wearable
• The everyday woman
• Accessible
• Sisterhood
• Flattery

Can think about the positive and negative of a few of the words above that are RELEVANT... For example "Classic"
Positive - beautiful piece and a Negative would be - Dull

"Selling the urban myth to middle America who buy from shopping malls. Selling the idea that you can be a superwoman - multi-tasking... To people that have seen that on TV"

(Going by their brand identity/what they believe they're about... Here are the competitors with a similar identity)
  

• Next (Idea of work - weekend wear)
• Gap/American Apparell
• Planet
• Monsoon
• Zara
• H&M (LOFT)
• Karen Millen 
• Riess
• Hobbs
• French Connection (This idea of unexpected detail/embellishment within their products)
• Ted Baker

Other Apparell - DOVE/Body Shop

Other US brands that have come to the UK that may be a competitor:

• Banana Republic
• J Crew
• Club Monaco
  
• Anthropologie 

Perceptual Maps
We can do more then one in our research document to show what areas we've looked at... And then only put one of them that's more relevant to our big idea in the stratergy document.

Look at who Ann Taylor are aiming to be within the UK market - how can they be up there, but do it differently?

What do the Americans do well? 

American = Very Class Equal whereas Britain isn't

Use other brand case studies where they have harnassed a culture and made it work in the UK

Americans don't have snobbery unlike European brands...

What concessions would they sit aside in a department store? Who are they aligning themselves with? In a concession you can control who your neighbour is. Where if they had a store they wouldn't be able to.

Alsoooo

What is the consumers motivation to buy? Why would they buy from Ann Taylor (thinking about their brand identity etc) 
I'll answer this in another post haha :)

Rakhee xx