Final

After getting out final pieces printed on Wednesday I have now made our belly band and burnt the pdfs on to our CD :)

Ashley

Bibliography

Hi, these are my websites for the bibliography...

Websites:

• Time Inc. 2012. Time Business. [ONLINE] Available at: http://www.time.com/time/business/article/0,8599,1995378,00.html#ixzz1v7o3MYLo7. [Accessed 22 May 12].
• Telegraph Media Group Limited. 2012. The Telegraph. [ONLINE] Available at: http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9046636/Debenhams-signs-deal-to-sell-Nautica-clothing-brand.html. [Accessed 22 May 12].
• WordPress.com. 2012. Fashion Snoops, Daily news. [ONLINE] Available at: http://fashionsnoopsnewsletter.com/news/?p=7708. [Accessed 22 May 12].
• Drapers. 2012. Drapers Online. [ONLINE] Available at: http://www.drapersonline.com/news/womenswear/news/forever-21-signs-amber-le-bon-for-uk-launch/5018575.article. [Accessed 22 May 12].
• Centaur Media PLC. 2012. Marketing week. [ONLINE] Available at: http://www.marketingweek.co.uk/forever-21-brings-speed-retailing-to-the-uk/3030494.article. [Accessed 22 May 12].
• Telegraph Media Group Limited. 2010. Telegraph Fashion. [ONLINE] Available at: http://fashion.telegraph.co.uk/news-features/TMG8035538/Forever-21-to-launch-in-the-UK.html. [Accessed 22 May 12].
• Ann Inc. 2011. Responsibly Ann. [ONLINE] Available at: http://www.responsiblyann.com/. [Accessed 22 May 12].
• Ann Inc. 2011. Ann Inc. about us. [ONLINE] Available at: http://anninc.com/aboutUs.asp. [Accessed 22 May 12].
• Blogspot. 2008. RCS 362 Blog. [ONLINE] Available at: http://heatherbethapdblog.blogspot.co.uk/2008/09/brand-identity-ann-taylor-loft.html. [Accessed 22 May 12].
• Merchandising Matters. 2012. Merchandising Matters. [ONLINE] Available at: http://merchandisingmatters.com/retail-localization/ann-taylor-unveils-new-store-design-new-michigan-avenue-location/. [Accessed 22 May 12].
• Michigan Avenue Mag. 2012. Michigan Avenue. [ONLINE] Available at: http://michiganavemag.com/channels/home-page/insights/the-new-ann-taylor-1. [Accessed 22 May 12].
• Associated Newspapers Ltd. 2012. Mail Online . [ONLINE] Available at: http://www.dailymail.co.uk/femail/article-2118891/Kate-Hudson-cuts-mustard-bold-yellow-new-Ann-Taylor-campaign.html. [Accessed 22 May 12].
• Ann Inc. 2011. Ann Inc. Annual Reports. [ONLINE] Available at: http://investor.anninc.com/phoenix.zhtml?c=78167&p=irol-reportsannual. [Accessed 22 May 12].
• Ann Inc. 2011. Loft. [ONLINE] Available at: http://www.loft.com/loft/common/home.jsp. [Accessed 22 May 12].
• Ann Inc. 2011. Ann Taylor. [ONLINE] Available at: http://www.anntaylor.com/ann/home/index.jsp. [Accessed 22 May 12].
• ES London Limited. 2012. London Evening Standard. [ONLINE] Available at: http://www.thisislondon.co.uk/lifestyle/fashion/american-beauties-us-clothing-brands-land-in-the-uk-7674942.html. [Accessed 22 May 12]
• Associated Newspapers Ltd. 2012. Mail Online. [ONLINE] Available at: http://www.dailymail.co.uk/femail/article-1384492/Gap-used-shop-woman-relied--did-wrong.html. [Accessed 22 May 12].

Amy x

Final Layout

As we discussed over Facebook you guys will send me your slides on the layout I designed, early Tuesday as i have from 12 onwards free to lay everything out and get everyones work in order.

We can then check over the finished layout and order on wed when we meet at 9:45. Of everyone is happy we then have the entire day to get it printed and finished.

Ashley

Meeting

Emma and I meet today and we managed to get most of Emma's stuff onto the slides I designed.

Im hoping you guys can send me all your stuff on the slides for tomorrow so i can put the pages in order, we can then check it over all together on wed and print :)

We can then make the belly band on thurs !

Ashley

Meeting/Discussion

Group discussions over fb on :

-when we will meet and put all our slides together

- when we would like to get it printed by 

Emma and I will meet today and then both of our slides will be completed.

Then we will just need to add Amy's order the pages and then hopefully get it printed on wed, which wil leave us time to make a belly band on thurs, ready to hand in for friday. 

Ashley

Social Networking

Found this article about how you could promote a Facebook or Twitter page :


http://capturingthecustomer.com/2010/11/5/tailoring-anns-social-media-campaign/

Might be useful for Ann Taylor

Ashley

CD Cover

This is the CD cover I have designed to fit in with our layout. I will get this printed out and put onto a CD ready for us to hand in.

Amy x

Ann Taylor, Facebook and Twitter

Hi, these are a couple of screen grabs from the Ann Taylor Facebook and Twitter Page. On the both pages they advertise new products, competitions and promotional events to name a few. The Facebook page speaks to its audience in a more sophisticated way whereas on the twitter sight it is more casual and gossipy.

On this image you can see the winner of a contest the brand held 'style for students', they hold this competition every year and the winner receives a $500 gift card. 

This is a great incentive to get students involved with the brand as a lot of its products are quite expensive and students are often working with a low budget. If they attract customers from a younger age, they will hopefully become loyal to the brand and shop there even when they get older.

 

Also Ann Taylor has more followers on Twitter than Loft, whereas Loft have more likes on Facebook than Ann Taylor, this shows which brands respond best to different audiences.

Amy x

Loft, Facebook and Twitter

These are a few screen grabs from the Loft Facebook and Twitter page. Similarly to Ann Taylor’s pages they advertise new products, competitions and promotional events. The Facebook page again speaks to its audience in a more sophisticated way whereas on the twitter site it is more casual and gossipy.

Amy x

Meeting Friday

In Fridays meeting

Ashley

Amy

Emma

We discussed:

-       Final pieces we needed to complete (Big idea)

-       How we were going to lay it out

-       When we were going to print

-       How we were going to present it

-       Making a image on the CD containing the PDF of our work

-       Our next meeting

We then discussed what should be in our introduction, how we can sum up our big idea and that Emma and I are meeting on Sunday to put our work into the layout. Monday we will all meet and spend the day doing final layout pieces, checking over our content and page numbering.

If all goes to plan we will then get it printed on Tuesday

Ashley 

US brands that Failed in the UK 2

Ive found another article showing that :
Limited Brands, in conjunction with British fashion chain Next, failed in an attempt in the 1990s to transplant Bath & Body Works to Britain. And Whole Foods Market, which opened a massive food emporium in London in 2007, lost around $52 million in the British capital last year, thanks in part to formidable competition from mainstream British supermarket chains that are already well stocked with organic groceries.

Read more: http://www.time.com/time/business/article/0,8599,1995378,00.html#ixzz1v7o3MYLo

This article states - Best Buy UK closed its 11 big-box electricals stores on this side of the Atlantic in January.

http://www.independent.co.uk/news/business/analysis-and-features/can-topshop-avoid-a-soaking-in-its-ambitions-over-the-pond-7553681.html

This may not help but these are US shops that have been forced to close in Nottingham over 2011-12

2012- United Retail
2011- Best Buy
            U.S.A American Apparel
            USA Borders

http://www.retailresearch.org/whosegonebust.php

Ashley 

US Brands that Failed in the UK

Found this article about US brand Nautica, they were in the Uk market but failed in 2003 and have recently just launched again in Debenhams :)

http://www.telegraph.co.uk/finance/newsbysector/retailandconsumer/9046636/Debenhams-signs-deal-to-sell-Nautica-clothing-brand.html

Hope this helps, i will post about any more if i find them!

Ashley

Quick Meeting

After the lecture Emma and I meet and talked about:

- Meeting on friday with Amy, to collect all our work together and check if we have missed anything
- Emma and I meeting on Sunday to put our work into a cohesive layout
- Me writing the section "your recommendations how the brand should enter the Uk Market" as I do not have a word count any where near 1000 yet.

Ashley

Layout Ideas

Based on our meetings and saying we wanted the layout to be simple, clean and reflect the sophisticated elegance that is Ann Taylor, these are some cover designs for our projects.

The colour palette is from there latest posts on the Ann Taylor website, and the sketch is a sketch of the brand persona "Ann".

I thought for the pages we could have the simple water colour paint mark (like the covers) as a subtle background to add a bit of colour. Then possible have the "Ann" sketch in different colours on pages with fewer pictures ??

What do you think ??

In the examples that we were shown in the seminar a 'Hunter wellies" report that the tutors said was a good one had a simple lay out much like this. I think as we have so much information this type of thing may make it easier to read.

Ashley

Ann Taylor's Celebrity Faces

Our Big Idea
"The brand provides to the thriving, relatively prosperous career woman or loving mother. Who needs proper, fashion cognizant attire for her professional life, and favours stylish, synchronized looks for her leisure activities. Our idea is to market the brand as masters of fit, comfort and style. With great quality, classic pieces that will last a life time."


As part of our big idea, we are looking at celebrity endorsement/a new celebrity face. I feel that the celebrity face needs to be English, our survey shows that customers prefer celebrity campaigns as it makes the brand more relatable. 

Here are a couple of the past faces Ann Taylor has used:
Demi Moore

Kate Hudson

http://www.huffingtonpost.com/2012/01/18/kate-hudson-for-ann-taylor_n_1212592.html


Both are strong, independent career driven women. Which are they type of women we want to appeal to for the brand's move to the UK. When me and Ashley met today, we discussed how important it was for the woman to be British, so the consumer could feel proudly represented by another British woman. We felt a woman like Kate Winslet would be great.

She has a beautiful but classic British look, and also has great style which is important. She is a very successful woman and we are sure one that many women would love to take inspiration from in their daily lives and style.
However this is not definite yet and I am researching into other women who could possibly be the British celebrity face
Emma

UK Consumer Profiles

Before we decided to go with Ann Taylor, I did consumer profiles for both LOFT and Ann Taylor

Consumer Profile for Ann Taylor

We believe that the Ann Taylor customer is a confident, independent and strong working woman or loving mother/housewife. With an interest and care in her clothing, concentrating on classic pieces and tailoring whilst keeping a conservative look.

Occupation: Business Woman/Mother/Housewife

Age: 30 - 65

Shops they shop in: Gap, Zara, Whistles, Phase Eight

Hobbies: Going for lunch, Keeping Fit, Seeing Friends

Magazines: Marie Claire, Cosmopolitan, Good Housekeeping

Ann Taylor quote: "Our goal is always to unleash her confidence, femininity and feeling of success – making her shine."

Women below wearing Ann Taylor clothing, found on lookbook.nu

 
 

Consumer Profile for LOFT

A stylish, carefree, fashionable young woman. She is more concerned with fashionable pieces and keeping on trend. Easy going. In their late teens/early 20s.

Occupation: Student/Graduate

Age: 15 - 29

Shops they shop in: Zara, Gap, H&M

Hobbies: Socialising, Shopping, Hanging out with friends

Magazines: Elle, Vogue, Glamour, Teen Vogue

Music: Alternative, Indie, Current Music

All wearing LOFT clothing, found on lookbook.nu

I also carried out a more in-depth interview with one of Ann Taylor's potential customers when the brand comes to the UK. I carried it out on my mother, Helen Jennings

Pen Profile for Ann Taylor

Name: Helen Jennings

Age: 49

Occupation: House Wife/Mother

Shops She Shops In: Next, Gap, Zara, Monsoon, Phase Eight, Whistles

Hobbies: Walking, Shopping, Tidying, Gardening,

Magazines She Reads: Good Housekeeping, Woman & Home, Marie Claire, Elle

Food She Eats: Italian foods

Music: Keane, Coldplay

Tv Programs: Desperate Housewives

Images to come when I receive the email

Emma