Ann Taylor Hits a Half Century

Share this article:
Ann Taylor is 50 years old and proud of it. To celebrate its anniversary, the company announced yesterday an integrated marketing campaign for August and September that includes a direct mail catalog and an exclusive Web site, iamanntaylor.com, in addition to print ads, a new logo and in-store promotions.


Well-known photographer Annie Leibovitz shot the campaign, which features modeling industry icons such as Linda Evangelista, Cheryl Tiegs and Twiggy. The idea is to pay homage to Ann Taylor's fashion history while infusing the brand with relevance for the modern woman. All the models wear pieces from Ann Taylor's fall 2004 collection.


Direct marketing elements include 1 million catalogs that will be mailed to Ann Taylor clients and prospects after Labor Day. The company also launches iamanntaylor.com the week of Aug. 9. Visitors will be able to pre-order the fall collection before it's available in stores as well as submit Ann Taylor-related stories for publishing consideration.


An online and in-store $50,000 wardrobe sweepstakes starts nationwide Sept. 2.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Multichannel Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Multichannel Marketing

Wine.com Uncorks New Digital Marketing Opportunities

Wine.com Uncorks New Digital Marketing Opportunities

The online wine retailer's strategy incorporates different flavors and depths.

93% of Companies Are Ineffective at Cross-Channel Marketing

93% of Companies Are Ineffective at Cross-Channel Marketing ...

Companies point to a lack of resources as the most common reason for lackluster marketing integration, a study says.

Metal Mulisha Races Towards Customization

Metal Mulisha Races Towards Customization

The motocross apparel company boosts mobile and Web conversions through product recommendations and personalized search.