Home / FINANCE / Retail / We visited Ann Taylor’s new store for a ‘ageless generation’ and detected how H&M and Forever 21 are floating a outrageous event (ASNA)

We visited Ann Taylor’s new store for a ‘ageless generation’ and detected how H&M and Forever 21 are floating a outrageous event (ASNA)

Lou and GreyKate Taylor

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. 

 

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