Ann Taylor Brand Revamp

Unless you have been livng under a rock or simply out of touch with all consumer media, you have seen at least a few ads about Ann Taylor's revamp of their brand. Ann Taylor, previously known for simple and unchanging professional wear for women, has branched out into a newer, chicer realm of apparel. Focusing more on fashion and trends and less on the typical working mom wardrobe, the new collections are fresh and a little experimental. A tag line on a new print ad reads, "We're done taking things so seriously." This launch was in need due to the fact that now Ann Taylor Loft, the little sister of the company, is outselling the original. The new styling was designed around their new archetype, called "Ann." She was given a daily life, a personality, and a personal style. So far, Ann's style is appealing to the masses, but we will see in time if this lasts.



Image from here.


To up the ante of high fashion, they took their new looks to Fashion Week in New York. As a strategic move, they did away with their old frumpy persona. Their collection, thus, took on a modern and edgy look that is still glamorous and full or pearls. They took their designing in-house - a big change from the past.


The company hired Heidi Klum, one of the most famous models in the world, to help them undertake this monumental task. Women's consumer magazines are full of photos of her with luxurious Ann Taylor products. Klum is not only a model, but a well known celebrity and television show host. Her status should greatly improve Ann Taylor's chances for success.



Image from here.


So far, Ann Taylor's stock is on the rise - a much needed change after their plunge last year. They are definately a brand to watch for in the coming years. They could either take this a long way and trump similar stores like J Crew or they could plummet significantly if their media coverage dies down. I guess we'll have to wait and see.