Ann Taylor’s new code might seem like millennial bait, with jumpsuits and sauce room mirrors branded in hashtags. But, Lou and Grey is most some-more than that.
In 2014, Ann Taylor Inc. announced it was rising a new active wear-centric brand called Lou and Grey.
“Age doesn’t matter anymore. It’s all about a mind set, how we feel and proceed life, not how many years you’ve been on a Earth,” Austyn Zung, artistic executive of Loft and Lou Grey, told LA Times during a time. “But when we demeanour during numbers, we are pulling in a younger clientele, while not alienating 40- and 50-year-olds.”
While Zung’s answer might seem like a offered spin, there might be some-more to her words than some crafty PR-speak. Women in their 40s and 50s are a new “ageless generation,” The Telegraph reported. They feel they have a “younger attitude” than their mothers’ era during a same age, identifying some-more with their daughters’ conform trends and amicable media habits than shabby stereotypes of center aged women.
A poignant apportionment of fast-fashion brands pull to marketplace exclusively to millennial shoppers, with some-more divulgence clothe and teen-dominated marketing. After all, there’s a reason that Forever 21 is named after a authorised age where one can splash in a US.
However, with Lou and Grey, Ann Taylor seems to be holding a opposite lane — wining over younger business while also offered equipment that a smart prime lady could see herself wearing. Eager to see if a code could succeed, we motionless to revisit on of a brand’s 12 sell locations.