Essay on Ann Taylor: Survival in Specialty Retail"

925 Words Dec 11th, 2012 4 Pages
Established in 1956 by Robert Liebeskind, Ann Taylor, an upscale woman’s clothier began operation in New Harford Connecticut. Ann Taylor was established to cater to working women who wanted style and class to be their trademark. Ann Taylor or ANN is in the retail clothing industry. According to the ANN website, their purpose is to, “inspire and connect with women who put their best selves’ forward each day.” (Ann Taylor) Kay Krill, CEO of Ann Taylor states on their website that, “At ANN Inc. we share a profound commitment to our clients. For more than half a century, we have evolved with the needs of real women, who live full active lives. Our values are her values. We understand that a woman expresses herself by what she wears- at work, …show more content…
As stated by Katherine Krill , “At a high level, 2012 is all about strengthening our connection to our client. With 2 exceptionally strong brands, our goal is to be there for her, wherever and whenever she chooses to shop. This means providing her with an engaging client experience across all of our channels. But it all starts with offering great fashion, great service, quality, value and personalization. We are focused on making sure we offer her a well-balanced assortment and outstanding value.” (Seeking Alpha, 2012). These statement clearly show that ANN is focusing on their differentiation strategy for the future of the company.
Ann fights for its customer in many ways, improving e commerce, and by listening to the needs of cash strapped consumers. Providing new outlets and lower price points improve customer relations. In a recent phone interview, Katherine Krill summed up the ANN philosophy for keeping customers and how they fight for customer’s loyalty. “2012 is all about strengthening our connection to our client. With 2 exceptionally strong brands, our goal is to be there for her, wherever and whenever she chooses to shop. This means providing her with an engaging client experience across all of our channels. But it all starts with offering great fashion, great service, quality, value and personalization. We are focused on making sure we offer her a well-balanced assortment and outstanding value in both brands, building on the

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