Focus Group- Ann Taylor

As we decided to focus on the brand Ann Taylor rather than Loft I thought we should do some research into the possible Ann Taylor consumer .... so working and non working women, mothers and young professionals. I held a focus group with 8 women. 

Focus Group for ANN TAYLOR

Present SJ, CH, JB, MR, SP, TB, CW, JP

AGE GROUP 30-60  mix of working and non working mums

What are your usual shopping habits?

SJ – Usually go to London, Covent Garden, Selfridges or locally at Bluewater

CH – Bluewater mostly

JP – I like boutique shops in Reigate and Tunbridge Wells

TB – As time is precious as I work, I shop a lot on line or from catalogues like Boden Next and La Redoute

SP – Often dip into E Bay for a good bargain

What are your views on shopping in concessions within department stores or at the flagship locations?

 SJ –Totally dependent on whether I am shopping for something specific, if so, a flagship store usually has a greater catalogue. 

JP – I think I like the exclusive feel in smaller specific brand stores

TB – I like concessions as you get a good range of options in one place.

What are you ‘looking for’ when you shop for clothes?

MR – I look for something that’s up to date. I have young fashion conscious children and still want to look young but I don’t feel I can shop in Topshop or New Look.

SJ – For me it’s ‘cut’ every time. I want to be able to feel that the fit has been considered. The finishing also indicates a quality piece.

TB – I change my clothes around quite quickly and do prefer something current- colours, lengths, shapes etc so I am not looking for Classic Timeless pieces.

CH – I do look for Timeless Classics. Running my own business means I dress for work and want to look like I have made an effort.

JB – I look for comfort over everything, I’m not worried particularly on fashion. I want functional clothing that’s easy and relaxed but not necessarily casual, ‘Smart’ I think is the word.

Does your shopping surroundings effect where you shop?

CW – Definitely, I like to be able to scan over the store. I hone in on certain colours so good clear layout and space around the racks is my preference.

JP – Again, the boutique feel of space and easily accessible selection of sizes appeals. Also, decent changing rooms with good lighting and a large triple mirror are shopping essentials.

TB – Lighting that enhances the area, clear displays with merchandise grouped to suggest complete outfits.

CH- I like a feeling of exclusivity by the use of uncluttered layout. Not too many hangers on a rack.

SJ – Staff that are on hand if needed but not too intrusive and will set up a changing room for you.

Does Visual Merchandising have any effect on your shopping habits?

TB – I think it’s quite a subtle effect, but the space lighting layout and displays play a large part but it’s not necessarily a conscious thing. It’s a ‘feel’ that draws you to or repels you from a shop or shopping area. Over cluttered shops with large amounts of stock always put me off.

SJ – Beautiful displays promoting styling combinations with space create an ambience and have a subtle but positive effect on the shopping experience

CH – Placement or location of stores is also a key factor to consider, e.g., Covent Garden or Bluewater offer a complete shopping experience. Parking and shopping hours as well as cleanliness and quality means it appeals to a desired customer profile.

Would Interactive technology entice you to shop in stores?

CH - Not at all! Not my thing.

TB - It could be useful if you could check stock levels but not for twitter or facebook connections

MR – It would be good fun for the right age group but I wouldn’t appeal if I was out shopping for myself.

Would ‘Give Aways’ or Loyalty points persuade you to shop in a particular store?

CH – Loyalty points would appeal but only if it was a brand I usually used. I would be more inclined to shop if there was some reward.

SJ – Give aways are nice and I might be enticed to buy if I thought it was worthwhile

TB This type of incentive doesn’t work for me.

JP – I might be persuaded to buy something extra to qualify for the gift but only if I had intended on buying an item from the brand anyway.

How would you describe the Ann Taylor Brand – What’ feel’ does it give?

SJ – Classic work wear for the working mum and business women. Good quality fabric, cut and fit Conservative but with added detail.

CH – Good mix of tailoring with softer draped elements give it a serious but fresh approach.

JB - Inclusion of Smart casual wear appeals to me as suits are too restrictive, so something for all needs.

MR – More mature look with added detail. Timeless and quality.

SP – Prices are the higher end but fabrics and cut qualify that. Definitely not a budget line. It’s very classic and unassuming.

TB – Wide range covering all manner of sizing i.e. tall, petite and regular as well as varied calf sizes for their boots. A very extensive range suited to a mature customer.

CW – Clothes that reflect Style and Confidence

JP – Most customers could find something to suit. Work wear and occasion wear a speciality. Tried and trusted.

Where do you think Ann Taylor sits – What other Brands have a similar customer profile?

Group response

Hobbs

Whistles

Jigsaw

Gerry Webber

Phase Eight

Next

Marks and Spencer

French Connection

There are similar elements in the brands mentioned above but apart from M&S the others only cover a small section of the Ann Taylor range.

We think Ann Taylor is suited to a more mature ‘classic women’ who cares about her clothes, wants cut and quality fabric and portrays a conservative look.

Here we can see where they like to shop, what types of things they are looking for, what brands they think are similar and their views on VM and marketing. 

Ashley