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Outdated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

Forever 21 in the UK

I have found some really good articles on the launch and expected growth of Forever 21 in the UK market, defiantly worth a read and I will cover this when writing about previous brands to come to the UK :)

Drapers Online

Marketing Week

Telegraph

Amy x

Facebook chat

Just a screen shot of a fb conversation. Talking about our possible plan for the next couple of weeks and ways of printing so all the group is happy.

Ashley

Meeting

After expressing concerns over how much time we had left, we decided to meet today :

Today’s meeting :

Ashley

Emma

·      We discussed out time frame and plan to we can get the Ann Inc project done and printed by Wednesday, at the latest Thursday.

·      That Kate Winslet would be a perfect Ann Taylor celebrity endorser

·      That we would get all work ready on memory sticks for Friday so we can meet over the weekend to put the project together so it looks like a cohesive project.  

We also discussed printing and how we would like to use acetate for certain pages and possibly cut outs. 

Ashley

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

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 

FB Meeting/Chat

We have been talking over Facebook and keeping each other up to date with our ideas and work we have done.

Here we discussed keeping note of where we got our information to create a bibliography, what we had completed and ideas for page layout.

Ashley