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.