Brand Identity: Ann Taylor Loft

Ann Taylor Loft is a store designed to meet the comfort level and expectations of any woman in need of wardrobe basics and fashion forward pieces. It is a store that stands for strong customer service, with associates ready to dress their clientele from head to toe for any occasion. Whether it is a BBQ, a social gathering, or a PTA meeting, Ann Taylor Loft comes prepared. Its brand value proposition is that women who have little time on their hands, from a working woman to a housewife with four children, can walk into the store and be completely supplied with an entire outfit it a moment’s notice. It is a one-stop shop. No hassle running back and forth to clothing departments searching for the right garment, Ann Taylor Loft prides itself on having every necessity. Its latest slogan, “Fall in love with Loft” speaks to the customer because each individual knows that they can trust and rely on the brand, much like they would a relationship. According to Aaker’s brand identity model, Ann Taylor Loft is at the very top: Top of Mind brand awareness. Ann Taylor Loft’s target market is women approximately aged 25-45, so by that age women have built up an identity and promise within the brand. With such a loyalty to the brand and positive past experiences, customers automatically go into the store without even considering other brands. Having asked several customers what they think of when they hear the brand, they say: “reliability, classic pieces, sophistication, and great quality clothing.” Ann Taylor Loft has exceeded in creating a memorable and positive brand identity that will last and be depended upon for years to come.