Ann Taylor
Table of Contents
|Executive Summary |2 |
|Company background & Current Marketing Situation |3-7 |
|Marketing Objectives |7-8 |
|Opportunity & Issue Analysis |8-13 |
|Marketing Strategy & Actions taken |13-16 |
|Appendix 1 & 2 |17-20 |
|Bibliography |21 |
Contributions (write ups only) Executive Summary, Company background & Marketing Strategy- Priyanka Chigurupati Marketing Objectives& Marketing Strategy- Maira Braga Opportunity & Issue Analysis- Judy Seng & Yui Yasuda
Executive Summary Ann Taylor Stores Corp. has been one of the largest apparel and accessories firms in the fashion industry for a long time. It has four divisions; Ann Taylor, LOFT, Ann Taylor Factory and LOFT Outlet each of which caters the same category of apparel and accessories, i.e. work related clothing to different markets. The introduction of Dan Taylor; our challenge has been positive and we feel that this division for men’s clothing would reap benefits for the company primarily because the men’s market is a growing one. Also, Dan Taylor can capitalize on Ann Taylor’s reputation of being amongst the top few brands customers pick for work related, casual yet chic clothing. Our product line will follow along the path of LOFT; catered to men instead of women. Although there are several threats the company might face, we strongly believe that the opportunities will outweigh the risks. Dan Taylor will use promotional tools that Ann Taylor never used but in terms of overall advertising, Dan Taylor will follow Ann Taylor’s path. The company’s overall goal is to improve the bottom line growth of both the divisions (Ann Taylor & Dan Taylor). If successful, Ann Taylor Store Corp. will be one of the highest
|Executive Summary |2 |
|Company background & Current Marketing Situation |3-7 |
|Marketing Objectives |7-8 |
|Opportunity & Issue Analysis |8-13 |
|Marketing Strategy & Actions taken |13-16 |
|Appendix 1 & 2 |17-20 |
|Bibliography |21 |
Contributions (write ups only) Executive Summary, Company background & Marketing Strategy- Priyanka Chigurupati Marketing Objectives& Marketing Strategy- Maira Braga Opportunity & Issue Analysis- Judy Seng & Yui Yasuda
Executive Summary Ann Taylor Stores Corp. has been one of the largest apparel and accessories firms in the fashion industry for a long time. It has four divisions; Ann Taylor, LOFT, Ann Taylor Factory and LOFT Outlet each of which caters the same category of apparel and accessories, i.e. work related clothing to different markets. The introduction of Dan Taylor; our challenge has been positive and we feel that this division for men’s clothing would reap benefits for the company primarily because the men’s market is a growing one. Also, Dan Taylor can capitalize on Ann Taylor’s reputation of being amongst the top few brands customers pick for work related, casual yet chic clothing. Our product line will follow along the path of LOFT; catered to men instead of women. Although there are several threats the company might face, we strongly believe that the opportunities will outweigh the risks. Dan Taylor will use promotional tools that Ann Taylor never used but in terms of overall advertising, Dan Taylor will follow Ann Taylor’s path. The company’s overall goal is to improve the bottom line growth of both the divisions (Ann Taylor & Dan Taylor). If successful, Ann Taylor Store Corp. will be one of the highest
Bibliography: • Karr, Arnol J. "Ann Taylor Update Leads Retail Rally." Women 's Wear Daily 3 Feb. 2010,199th ed., sec. 23: 14. Print. • Moin, David. "Ann Taylor Moves to Profit in 2nd Qtr." Women 's Wear Daily 23 Aug. 2010, 2000th ed., sec. 39: 10. Print. • Moin, David. "Ann Taylor Swings to Pofit in 4th Qtr." Women 's Wear Daily 15 Mar. 2010, 199th ed., sec. 56: 2. Print. • Romano, Anthony M. "How Ann Taylor Put Strategic Sourcing on the Management." Supply Chain Management Review October (2006): 32-40. Print. U.S. Censs Bureau, 2009 American Community Survey • Datamonitor | the Home of Business Information • EBSCOhost - World’s Foremost Premium Research Database Service. Web. 22 Nov. 2010. . • Macy 's| Department Store, Dept Store , Department Stores, Clothing, Apparel, Accessories. Web. 22 Nov. 2010. . • J.Crew - Cashmere, Sweaters, Women 's Clothing & Dresses, Men 's Clothing, Children 's Clothing & Kids Clothes. Web. 22 Nov. 2010. . • Web. 22 Nov. 2010. . • Web. 22 Nov. 2010. . • Web. 22 Nov. 2010. . • Web. 22 Nov. 2010. . • Web. 22 Nov. 2010. . • Web. 22 Nov. 2010. . • Web. 22 Nov. 2010. .