The Big Idea

Amy

Big Idea

Ann Taylor provides to the thriving, relatively prosperous career woman, who needs proper, fashion cognizant attire for her professional life, and favors stylish, synchronized looks for her leisure activities.

The idea is to market the brand as masters of fit, comfort and style. Then the UK consumer may be willing to pay more as it good quality.

Launch event

Bannana Republic had launch parties that were very successful and created a buzz around the brad before the stores opened.

They held the parties at store openings in major shopping centers around the country. Consumers could apply for tickets online or send off. They sent out tickets to the first 200 people in each area.

The parties had cocktails, canopies, a goody bag for everyone and a free £25 to spend in store for the first 100 people. This created a buzz and encouraged people to shop. They also had free stylists walking around and helping people at the parties.

Emma

Add campaigns

Amy had posted some previous Ann Taylor adds on the blog, they are simple classic and show the clothes. There latest ones with Kate Hudson show a lot of colour.

As for celebrities.. I was thinking, possibly Kate Winslet or Rachel Weisz. They are both classy British women that would be easily recognizable for an Ann Taylor consumer.

Ashley

For promotional items I was thinking…. In store loyalty cards were you can get 10% off every time you shop,, also Amy posted that Ann Taylor already have student discount !  A small monthly magazine showing how to style the clothes and a small editorial or lookbook.

Their style app…. I think will be really good for the UK customer as they are not as willing to ask for help in store like consumers in the US. This way Ann Taylor can help the customer without intimidating, belittling them (by saying they need help styling) or scaring them away.

VM

Using the store layout ideas we were given on Friday I would create a store plan. Much like the ones amy posted, lots of mannequins showing styling possibilities and a clean simple layout showing the clothes clearly.

For the window, we could use the current add campaigns, showing the celebrity endorsement of the brand.

Sorry for the big post, i couldn't sleep and woke up so early so started writing down ideas ! What do you guys think ?

Ashley