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Kay Krill on Giving Ann Taylor a Makeover

Krill is building on the success of her Loft division as she makes over Ann Taylor
"Certain online players are doing a phenomenal job ... like Shopbop. I want to be more like that"
"Certain online players are doing a phenomenal job ... like Shopbop. I want to be more like that"Photograph by Marcelo Gomes for Bloomberg Businessweek

Building on the success of her Loft division, Krill is making over Ann Taylor with smaller stores and cheaper clothes. She talks with Carol Hymowitz about shopping during the downturn.

When consumers hear the word “Loft,” what do you want them to think of?
Fun, engaging, girlfriends, happiness. We did a lot of research with the Ann consumer and Loft consumer because a lot of shopping behaviors are psychographic. So the Loft customer dresses how she wants to feel, whereas the Ann customer goes through her agenda and thinks, “What do I need to look like for what I’m going to do today?” She wants to be appropriately dressed for what she does, and the Loft girl wants to feel good.