It seems that every few years, a brand that’s been around for decades suddenly becomes one of the trendiest, hottest names that everyone wants their hands on. Take Abercrombie, for example: For years, they were seen as mostly a teen brand with mainly logo-printed graphic tees. Then, what seemed like out of nowhere, they did a complete rebrand, upped the age of their target demographic, and are now selling like crazy. Another example that comes to mind is Coach. While they’ve always been known as high-end, it wasn’t until a few years ago that they really started becoming “trendy” again, all thanks to their rebrand. And now, women’s fashion brand Ann Taylor seems up to bat. Here, we take a look at the evolution of Ann Taylor, the Ann Taylor rebrand and why we think it may be the next brand to take the spotlight.
About Ann Taylor
Founded in 1954, Ann Taylor has been around for just over 70 years, so it’s safe to say it’s not anything new. You may have been wearing the brand yourself for years or perhaps saw your mom get ready for work wearing a classic Ann Taylor blouse and slacks.
Its history begins with Richard Liebeskind, who founded the brand and opened the first store in New Haven, CT. Liebeskind grew up in retail, as his father owned a store—and said store had a popular dress sold there that was called “Ann Taylor.” Hence, the Ann Taylor we know and love today was born.
Ann Taylor has gone through multiple acquisitions in its 70-year history. It started off as Ann Taylor Stores corporation, and later changed to Ann Inc. in 2011, and included Ann Taylor, Ann Taylor Factory, Loft and Loft Outlet. Then, in 2015, Ann Inc. was acquired by Ascena Retail Group for $2.16 billion. Now, both Ann Taylor and Loft operate under Knitwell Group since its acquisition by the company in 2020, which also includes popular retailers Chico’s, Lane Bryant, Soma, White House Black Market, Talbots and Haven Well Within.
Ann Taylor’s rebrand: Then vs. now
Ann Taylor is one of the most well-known women’s workwear brands in the country. It’s long been a go-to place for chic blazers, classic button-downs and reliable slacks, great for the professional woman. However, it was long thought of as a brand for women in their 40s and 50s, maybe 60s as well—think the clothes your mom would shop for for work. But now, while they certainly aren’t straying away from, and absolutely continue to serve, their customers in their 40s, 50s and 60s, they’re inviting millennials and the younger Gen Zers to the table.
Many of the Gen Z generation are now entering the professional working environment and starting out their careers, looking for chic workwear that’s modern and trendy. Millennials who are in their late 20s, 30s and early 40s (millennials are considered those between the ages of 28 and 42 today) are perhaps starting to feel established in their careers and want a work wardrobe that reflects that. Ann Taylor caters to all of the above and truly has something for every professional woman.
One thing the brand also does incredibly well is designing clothes that can work for “desk to dinner,” as one may call it. In other words, they aren’t just made for the office. Their styles look great for after-work happy hour or dinner with friends alike.
For example, take their wide-leg pants: many of the offered colors are also available in matching blazers, which make for a great monochromatic work outfit—plus, it pairs great with a classic white tee or blouse. If you’re headed for drinks after the office, ditch the blazer (or don’t, as blazers are majorly on-trend at the moment) and just sport the classic tee tucked into the wide-leg pants. The result? A look that’s stylish, work-appropriate and modern.
The final verdict, at least in our book, is that the Ann Taylor rebrand works for the 53-year-old just as well as it works for the 23-year-old—and it seems to only be getting better.
