ANN TAYLOR · BRAND TRANSFORMATION
Brand Strategy · Consumer Repositioning · Integrated Marketing · Social Transformation
01 / THE CHALLENGE
Ann Taylor had strong awareness, but many consumers still saw it through workwear, first suits and an older generation. The brand itself had evolved.
The challenge wasn’t awareness. It was relevance.
02 / THE CONSUMER
Research revealed a modern working woman moving between career, family, fitness, friends, travel and occasions. Her wardrobe needed to move with her.
Ann Taylor had moved beyond traditional suiting into modern workwear, Weekend, occasion dressing, travel and expressive styling. The opportunity was to help consumers see what it had become.
The opportunity wasn’t to reinvent Ann Taylor. It was to reintroduce her.
04 / MY ROLE
Following the brand transformation work I led at LOFT, I was promoted into Ann Taylor to lead Brand Marketing and Social Media, with a mandate to help reposition another established brand for a new generation. I led the strategy from consumer insight through execution, aligning Creative, Merchandising, Digital, Social, PR and Stores around one consumer story. As investment and execution evolved, I kept teams aligned while protecting the consumer insight at the center.
My role wasn’t to own every execution. It was to make sure every execution told the same story.
THE BRAND PLATFORM
The modern Ann Taylor woman isn’t defined by one role. This Is Ann reintroduced the brand through the woman it was built to serve.
06 / REINTRODUCING THE BRAND
The campaign brought a more modern, expressive Ann Taylor to life through bold styling and storytelling grounded in the rhythm of her life.
07 / BUILDING THE ECOSYSTEM
One consumer story. Every touchpoint.
Brand Marketing translated one strategy across Creative, Merchandising, Digital, Social, PR, Stores and consumer experiences. Each channel had a distinct role, reinforcing who Ann was becoming.
CAMPAIGN · DIGITAL + CRM · SOCIAL · PR + EXPERIENCE · STORE
08 / REDEFINING SOCIAL
Polished campaign creative made social, site and email increasingly interchangeable. I pushed social to become more human, useful and closer to her real life.
STYLE AS SERVICE
Stylist-led content made unexpected combinations easier to understand and replicate.
NATIVE, REPEATABLE FRANCHISES
Weekly outfit inspiration became recurring storytelling for her real life.
09 / BRINGING THE BRAND INTO CULTURE
During New York Fashion Week, This Is Ann moved into SoHo as a consumer experience designed for discovery, conversation and a new encounter with the brand.
10 / THE TAKEAWAY
This Is Ann wasn’t about abandoning the equity of an established brand. It was about understanding what remained powerful, recognizing what had changed and helping a new generation see the brand differently.
The brand didn’t need to become something else. It needed consumers to see what it had become.
WHAT THIS WORK DEMONSTRATES
Brand Transformation · Consumer-Led Strategy · Brand Repositioning · Integrated Marketing Leadership · Social Strategy · Cross-Functional Orchestration · Executive Alignment · Experiential Marketing