Analysis of survey results so far

So far our survey has given a good insight into the UK consumer and the women's UK fashion market.

We chose to go with the brand Ann Taylor rather than LOFT, as we felt it suited the modern English woman better.

Here are a few key words that I believe Ann Taylor want to portray their brand as;

Flattering

Tailored

Independent

Strong

Success

Stylish

Positive

Confident

Classic

Elegant

High End

From the results of the questionnaire so far, here are what words women think Ann Taylor represents, by looking at the Ad campaign above:

Elegant Natural Fibres

New york, Winter, Cold, Mature

Professional Antique Chic

Smart, Classy

Momsey, Classic

Old, Dull but Stylish

Classy, Sophisticated, Feminine.

High - class fashion

Expensive, upmarket

It's High End, Classy, and Sophisticated

Sophisticated Stylish Mid to high end fashion

Classy, Chic, Sophisticated

Classic, Dull, Limited Colour Palette, Timeless

Classy and chic. Sophisticated but stylish

Elegant

Classic, Classy,Professional, Sophisticated

Sophisticated,Mature,Fashion Forward

Outdated

Mature, Sophisticated

From the answers so far, Ann Taylor is doing fairly well portraying the image they are currently portraying. It seems that the brand will fit in well with other competitors such as Phase Eight, Monsoon, Gap etc. that also cater to the older woman.

However from other answers it is clear that not many have heard of Ann Inc. before

And so Ann Inc will have to work hard to create a big campaign to generate enough interest and popularity in the UK

The survey also shows that the use of celebrity endorsement and a celebrity face would be very successful during the big campaign to enter the UK market. Ann Taylor has successfully used celebrity faces such as Demi Moore and Kate Hudson which has proved a good marketing strategy.

We also asked people what brands they think are similar/competitors of Ann Taylor and LOFT. Here are the results for Ann Taylor so far

Dkny

Phase Eight, Jigsaw

Zara possibly?

Zara

Burberry

Mint velvet Jigsaw

Gap, Viyella, Zara

Zara

principals, M&S

coast, wallis

Reiss, Wallis

Phase eight

Gap

Marks and Spencers

Will update with another analysis of the survey/questions in a few days
Emma