Fun puns aside–Ann-iversary, Ann-ticipation–Ann Taylor’s 50th anniversary celebration in September represents serious business.
From modest beginnings in a shirtdress, Ann Taylor has grown into a fashion force 50 years later, with $1.46 billion in retail sales in 2003, including the lower-priced Ann Taylor Loft.
Ann Taylor has claimed the No. 2 position two years running on Women’s Wear Daily’s declaration of brands women know best in the category of dresses, suits and eveningwear. (Liz Claiborne is No. 1.) Ann Taylor ranks No. 58 in recognition overall–ahead of Banana Republic, Donna Karan and Kenneth Cole, according to the WWD top 100.
Not to be contented, the company is elevating the sophistication of its offerings under the leadership of a new creative director.
“We’re always evolving along with the American woman,” senior executive vice president Jerome Jessup said. “At the same time, we hold to certain constants, of taste, understatement, femininity and lighthearted fun.”
To inaugurate the future and celebrate its past, famed photographer Annie Leibovitz photographed a sweeping campaign for the golden anniversary.
Ads feature icons of modeling from just about as many generations as Ann Taylor has clothed–Twiggy, Cheryl Tiegs, Linda Evangelista, Alek Wek–with the words “I am Ann Taylor,” followed by their names and what they are wearing in smaller print.
Rolling out for September issues, the entire 50-page campaign will run in Vogue’s Chicago, New York, Los Angeles and San Francisco editions. Smaller spreads will run in other fashion publications.
Twiggy appears in the sort of trusty black cashmere V-neck that has aligned legions of working women with the brand.
More surprising may be Beverly Johnson in a trim white-rabbit jacket, priced at $900 for its October debut. That jacket already has earned a spot in In Style’s August preview of fall’s top looks.
Loyalists shouldn’t worry about drastic changes.
“From the beginning, Ann Taylor has been committed to dressing women for the real lives they lead and the lives they want to lead. Our greatest successes have always come when we got that right,” Jessup said.
“The fur jacket is more a nod to the fact our client likes to splurge now and then, on something that’s a little frivolous.”
Karen Elson models an original circa-1954 Ann Taylor silk shirtdress with its own crinoline and belt. A retooled one for 2004, which will be available as a limited edition in two colors, is modeled in another ad by the daughter of Patti Hansen, Theodora Richards.
Serendipitously, polished and feminine looks are enjoying a renaissance, making the shirtdress as relevant as ever, Jessup said.
“That’s why we feature it in our advertising and why we re-created it,” he said.
The fall accessories collection is the biggest ever, with fedoras, clutches and skinny belts.
But the lineup goes beyond ladylike classics. Theodora Richards is featured beside sister Alexandra, who wears a rhubarb jacket in the shrunken shape that tops trend lists, paired with trouser-style jeans.
A Web site dedicated to the ad campaign, www.iamanntaylor.com, launches this week, where visitors will be able to order the fall anniversary collection before it arrives in stores.
An online and in-store sweepstakes for a $50,000 wardrobe will launch Sept. 2 to coincide with the anniversary.
Fall fashion P.S.: Vogue’s 647 ad pages in September are the most in the monthly’s 112-year history, according to Media Industry Newsletter. A contributing force: The magazine is testing a “Shop September Vogue” concept, which will let readers use the magazine and the shopseptembervogue.com Web site, starting Aug. 24, to buy right from the pages, a little like a certain other (Lucky) magazine. A second test will be in March’s spring preview issue.
