Ann Taylor: Survival in Specialty Retail

Document Type

Article

Abstract

Ann Taylor was founded in 1954, and its classic black dress and woman's power suit were staples for years. In 1995 Ann Taylor LOFT was launched to appeal to a more casual, costconscious consumer. Under Kay Krill's leadership, the division began to outperform the original flagship. When Krill was promoted to President/CEO of Ann Taylor Stores Corporation in 2005, she was challenged with rebuilding the Ann Taylor brand - (i.e., meeting the “wardrobing needs of the updated classic consumer”) while maintaining the image and market share of LOFT. By mid-2008, an additional problem appeared: the macroeconomic climate was posing considerable uncertainty, especially for retail businesses. Krill was firmly committed to long-term growth. However, given the 2008 situation, what could she do to unleash what she believed was the firm's “significant untapped potential”?

Publication Title

CASE Journal

Publication Date

1-1-2009

Volume

5

Issue

2

First Page

44

Last Page

68

DOI

10.1108/TCJ-05-2009-B004

Keywords

Ann Taylor, retail, branding, Ann Taylor POFT, macroeconomics

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