All Work and No Play

I found these ads printed in the latest edition of Glamour Magazine. It is Ann Taylor's campaign for introducing a brand image. Ann Taylor, a women's clothing company for over 50 years has the reputation for providing working women fashionable (conservative) clothing. Their style is classic with a wide array of sweater twinsets and pencil skirts. The type of store my Mom used to drag me to when I was younger, with nothing very edgy or trendy to offer women under the age of 35 . I will admit that I may have seen a cute dress or sweater there once or twice, but it would have been all business and no play. Exactly what they are trying not to be now.

Ann Taylor's copy for these ads is good, and understanding what the brand identity has been for all these years makes it a bit cheeky. However, these women don't look any less serious or playful except in their facial expressions. The woman in the first ad is showing what's underneath her coat in a rather seductive way, but only to reveal a sweater with a huge neck and not even an inch of skin. And the girl's got gloves on... I know that fall season is around the corner, but what says "I am serious" more than a big sweater, heavy coat and wool gloves?! The woman featured in the second ad has gone strapless (yes a daring move, Ann) but she is still covered neck to toe. While she is a little more party-ish, I am not convinced that I haven't seen this look before from Ann Taylor. I understand that the target market for this brand, even with a new attitude, is not going to be a twenty-something girl that is looking for a "going out outfit," but I am disappointed with the lack of change in style that I would expect from such bold words. I am not saying these models needed to be dressed in lace and leather, but are these styles really far from the brand's current reputation?

In order to make this new strategy believable for consumers of Ann Taylor, I would have expected the most out of the box items exposed for the fall. Maybe a diversion away from the plain strapless cocktail dress and houndstooth jacket? Had I not even read the copy I don't know that I would have even thought that this was any different than any other Ann Taylor ads than I have seen before. I read copy because I care about it, but I would guess that most of you would have flipped the page just as quick as any other ad. After reading it though, I wanted to be excited for the brand and see fashions that would make me say "Wow, Ann Taylor is getting ballsy!" but it just doesn't happen with these.

When brands take a left turn from their course, it is always a risk to try and maintain relevance with their current consumer while hoping to change their image like Ann Taylor is seemingly trying to accomplish. Brands work hard on developing and maintaing their brand identity and it isn't something that should be taken lightly when attempting to change. Ann Taylor must commit to this new brand identity through all aspects of their business as to not confuse the consumer. What is more, is that I was expecting to log on to their website and see this whole campaign laid out with new styles and more, well fun. But I was greeted with a sale on dresses that look, well, not fun. So what exactly are they promising? Is this a complete brand overhaul of all Ann Taylor merchandise or is this a Fall line that is going to be filled with the less serious clothing and see how it goes?

As much as brand's try to control their brand identity, they are not exactly in the driver's seat. Consumers have control over how brands "live" in the real world. Ann Taylor can claim that they are becoming less serious or tired of all work and no play, but they will only change as much as their consumers allow. I don't doubt that these women could benefit from more options to take their fashion from day to night, but I would have loved to see a more in your face attempt at changing their image that was more consistent with their copy promise to get new consumers to look at the brand in a refreshed way. With the right styles they could make a good attempt at steering away from the serious business attire and giving their consumers more "fun" in their wardrobes, but they have to deliver on this promise.

Ann Taylor hasn't hung up the suit quite yet...