Just before I jumped on a plane to Burbank, I caught a Brand Autopsy post on the effect that the success of Ann Taylor Loft has had on its parent, Ann Taylor. John Moore gives an excellent account of how Ann Taylor execs have had to rethink and redefine the Ann Taylor customer.
Leave it to trusted colleague Holly Buchanan to take it one step further. Check out her reaction at her blog, Marketing to Women Online. Holly and I are currently planning a takeover of the world... well, OK, not quite that big, but we have a top-secret, way cool project we're working on. Read Holly's take on the Ann Taylor deal and you'll see why I love working with her.
Hi,
Do you have an RSS feed for your site?
Thanks
Mike
Posted by: Mike | July 28, 2005 at 12:30 AM
I wonder what this says about the Immutable Marketing Law# 12 - The Law of the Line Extension? Is Loft sucking customers from Big Sis or are these new customers who don't/won't/can't shop Ann Taylor anyway. I wonder if the two brands together = more market share than just one of them.
Inquiring minds want to know!
Darrin
Posted by: Darrin Dickey | July 29, 2005 at 09:18 AM
Darrin,
Speaking as an Ann Taylor Loft gal, I can tell you that the women I know don't shop both Loft and the MotherStore. Loft is skewed younger and hipper than AT, so my guess would be, based on my anecdotal evidence, that two brands = more market share.
Posted by: Karen Barnes | July 29, 2005 at 12:31 PM