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.
