retail management concept proposal

5/13/14 2:45 PM

Lof t Pr e s en t s : The Lou & Gr ey Home Co l l e c t i on The LOFT girl is fun-‐loving and social – with the confidence to express how she feels. She craves fashion and looks to LOFT, her trusted personal stylist, for advice, ideas, inspiration and a feminine take on now. LOFT understands her desire for something current and special in her daily life and her need for it to be affordable, accessible, casual

and versatile.

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Brand Rationale:

We’re famous for our print, pattern, color and emotional accessories – they help the LOFT girl dress the way she feels. Relaxed versatility is the driving force behind LOFT and the key to value for our client and her casual life. Now, LOFT wants to create that same accessible, casual, and versatility in our LOFT girls’ home. We’ve always been her trusted style advisor in her wardrobe, and now we’re transitioning into the rest of her lifestyle.

Mission Statement:

“Ann Inc. has always been inspired to accomplish one goal, with all of our efforts we want to continue inspiring & connecting with women to put their best selves forward everyday.” At LOFT, we understand women. Real women live more complicated lives. They juggle more activities, play more roles and carry more expectations. But what women value is what they have always valued: connecting with others, making smart choices, and looking and feeling great. Living life fully means women choose to play all their roles with confidence and style. That is what we hope to deliver.

Shared Values:

We always follow a simple philosophy when it comes to running our business: Creating genuine relationships. Whether that is: company to designer, company to customer, or designer to customer. This also describes LOFT's commitment to social responsibility. Since our beginning, we've focused on doing the right thing for our employees and our customers. We continue to make every effort to be an ethical company where people want to work, innovate and shop.

Vision Statement: We are building a life of innovation to bring our purpose to life. We are focused on building a genuine relationship with both existing and new clients through candor and warmth, and offering her more of what we know she loves – our unique mix of style, quality, versatility and fit at a compelling value, in a rich home decor experience. We understand the full life she leads and are dedicated to being there for her, becoming not only the brand she dresses in, but lives her extraordinary life in.

Company Background:

Ann Taylor's stock is the most attractive of any retailer's, says UBS in its latest global equity research report. This is largely due to its LOFT spinoff, which was launched in 1996 and targets young professionals with more casual, trendy clothing. This is a big turnaround for a company that was cutting jobs and closing stores as recently as 2009. On top of high sales from the fall, Ann Taylor is scoring points with its latest advertising campaigns, which features celebrities like Katie Holmes — and signs are good for holiday lines, according to UBS. The company has also thrown $15 million into e-‐commerce — which has proved to be smart, because online sales for both brands are up 30%. So it's no surprise that Ann Taylor's LOFT was recently named the fastest growing brand in America by RetailSails, with a 161% year-‐over-‐year growth. Loft, the lower-‐priced, more casual Ann Taylor spin-‐off, is a bit of an anomaly in retail. While competitors like Talbots and Gap are struggling, Loft has hit its stride. WWD reports that the brand has just registered 11 consecutive quarters of growth, which is fairly remarkable in the current retail climate. Loft's president Gary Muto attributes the brand's strength to its accessibility. "We never do super-‐serious clothing. There's definitely more of a casual handle here. We're not intimidating at all. It's welcoming. It's approachable fashion," he told WWD. Ann Inc.'s CEO Kay Krill thinks it's about versatility. "It's a brand that works everywhere, in urban areas, suburban areas, small markets, mid-‐markets, lifestyle centers," she said. "It's a brand that appeals to everybody. It's ageless."

Competitors:

Donna Karan Home Collections “To me, the bedroom and the bath are our inner sanctums, the places where you get to truly be yourself. And just like your clothes, every piece should be multidimensional, expressive and a gift to give yourself,” believes Donna Karan. Donna herself is known for her love of interior design and architecture, frequently being featured in design magazines alongside her lavish properties in New York City, the Hamptons and the British West Indies amongst others. In the spring of 2001, her eponymous brand launched Donna Karan Home andDKNY – two distinctive bedding and bath collections for the home. More recently, PureDKNY was launched: an eco-‐friendly home collection made from 100% organic cotton. The brand has also collaborated with Lenox – a U.S. market leader in quality table top, giftware and collectibles – to produce a collection of home décor and tableware’s Ralph Lauren Home Ralph Lauren is widely credited with introducing the ‘lifestyle’ approach to luxury fashion retail and advertising. Therefore it is of little surprise that his eponymous brand was the first American brand to enter the realm of homewares. The iconic Rhinelander mansion, on New York’s Madison Avenue, was somewhat ahead of its time in 1983, when Lauren himself commissioned its restoration, to house collections amongst ornate furniture, opulent textiles and neoclassical detailing. Today, Ralph Lauren Home manufactures and retails furniture, lighting, fabric, wall covering, floor covering, bedding, tableware and even paints. And as in the case with Donna Karan, the man himself is well renowned for his interest in architecture, interiors and home décor, with celebrated properties in New York City, Jamaica, Colorado and Bedford. Ralph Lauren has also become known for its digital prowess, and it certainly offers the most engaging experience when it comes to showcasing its home collection. Online visitors are able to browse current and historical collections, view individual

products, learn about the craftsmanship behind each category, create a personal online portfolio and even watch video design tutorials about using color and lighting to best effect in ones home Vera Wang Lifestyle Vera Wang opened doors on her first ‘lifestyle’ retail destination back in 2006, for the first time combining her ready-‐to-‐wear, accessories, fine jewelry and fragrances, with tableware and textiles. Today the brand focuses on bedding, fine papers and tabletop categories within its homeware products. The strong association with weddings carries over from the fashion business, into the brands lifestyle extensions, generally through licensing. Vera Wang has partnered with England’s Wedgewood to produce a collection of sophisticated dinnerware, barware, votives, frames and vases, in both porcelain and Wedgewood’s signature crystal. The brand has also partnered with fine stationary producer William Arthur, to produce a range of invitations, save the date cards, place cards and notepapers. There is also the Vera Wang Flowers extension – a partnership with America-‐wide florist FTD – and premium bedding produced under license by Sferra Bros, in sophisticated shades of white and cream

Lou & Grey Collection: Staying Connected To Women

At ANN INC., we know that business and communities are intimately connected. Our brands reflect

our passion for playing an active role in making the world a better place. Through our charitable arm, ANN

Cares, we develop campaigns that engage, inspire and connect our clients and our associates with the

charities we support.

In 2011, more than $2.9 million was raised for The Breast Cancer Research Foundation® (BCRF)

through our Ann Taylor Cares Card and LOFT Cares Card programs and products, bringing our total

contribution since 2005 to more than $9.4 million.

For the past five years, ANN INC. has participated in the St. Jude Children’s Research Hospital® Thanks

and Giving® campaign, where our associates and customers recently helped raise more than $4.1 million for

St. Jude, a 46% increase over last year. The Company’s cumulative donation to St. Jude totals more than $10

million since 2007.

In 2011, we partnered with Vital Voices, an international women’s leadership organization, to

proudly launch the ANNpower Vital Voices Initiative. We are investing in

and empowering young women from across the U.S. to have an impact in their communities and begin their

journey as the next generation of global leaders. To learn more, visit www.annpower.org.

Diane Bartlett’s Day in the Life:

Diane wakes up to the warmth of her recently laundered throw and duvet, the smell of fresh cotton and a hint of jasmine wafts into the air as she rustles the waves of fabric. As she slips out of bed she flinches only slightly from the cold as her feet hit the worn hardwood floor. She shuffles to her spacious bathroom and runs her hands over her plush white robe that is perfectly worn in all the right places. Slipping it on she floats down the quiet halls where her children used to play before they entered their more formidable years. Diane giggles to herself softly as she sees the scuffs from her boys’ attempt at a human slingshot. She enters her kitchen and the morning light constructs the perfect filter for her southern comfort home. She works very hard to create a space that is comfortable, functional, and still chic. She pours herself a larger cup of Trader Joe’s seasoned blend and begins to throw the essentials into her leather weekender bag in preparation for their weekly Friday drive to the lake house. She spends her day doing some light tidying in order to leave the house neat and awaits her husband Daniel to arrive home early from work so they can beat the ‘hellish weekend traffic’ as Daniel always puts it. As he strolls through the door he trades his briefcase for their weekend bags, and off they go. It’s become so routine and effortless over their thirty years of marriage.

As they pull off the highway onto trusted gravel mountain roads the tires on their Acura SUV shift only slightly before correcting to the less urban terrain. ‘Steady girl’ Daniel jokes as they share a joint laugh at his love for old westerns. The long stone lined driveway leading up to their lake house is covered with leaves and gives the forest green cottage a spice of warm tones. Diana swings open the heavy oak door and drops her bag in the front hallway and slinks into the overstuffed striped armchair. She sighs and let’s the comfort and glass of wine calm her nerves.

Demographics: –Female: Age 53-‐67 –Household Earning Power: $90,000-‐$125,000 (Recent retired husband/ Semi Price conscientious)

• Price conscientious based on upbringing

• Parents (Doctor/Homemaker)

–Geographic Persona: Urban (Primary home); Lake Residence (Second home) •Background: –Education Background: University Education: Wilfrid Laurier University (3rd generation) –Occupation Status: Part time publishing job (works remotely) –In a company that produces magazines for their respective neighborhoods •Identifiers: – Chic; Style Conscious; Well Read; enjoys social events/ In-‐home entertaining; recent grandmother; loving mother Goals: –Primary: Provide a comfortable and warm environment for their children and grandchildren to enjoy. –Secondary: Decorate second home in a way that is casual, functional, yet elegant. Challenges: –Primary: Remaining in a moderate spending budget while decorating her second home. –Secondary: Remaining feminine and current, while creating a lifestyle that is functional and semi-‐trend conscientious. How do we help?: –Create products, atmosphere, lifestyle, and campaigns that attract consumers of this persona. –Make the product desirable to her and functional. Maintain the prestige and nature of the brand

Lou & Grey LOFT Collection: The Brand Identity

“She is shopping with us to express her lifestyle through clothing, now she can do the same for her home”

Adjectives

• Accessible • Casual • Versatile

Selling Appeal

• We are consumer driven: We get her, because we were raised by her, are her, and are planning to raise women just like her.

• We are famous for our print, pattern, color and emotional accessories – they help the LOFT girl dress the way she feels. Relaxed versatility is the driving force behind LOFT and the key to value for our client and her casual life.

• We have always been her trusted style advisor in her wardrobe, and now we’re transitioning into the rest of her lifestyle

Distinct Characteristics

• Genuine Relationships • Trusted personal lifestyle stylists

o Lifestyle, advice, and inspiration to bring lightness and color to her life.

• Understands her craving for trend conscious, current, and special in her daily life

• Her need for these things to be affordable accessible, casual and versatile Retail Partnership LOFT Tier One Stores Geographical Locations Martha’s Vineyard Charleston Toronto

Lou & Grey Collection Pricing:

22’’ Linen Throw Pillow R-‐ $63 W-‐ $26

Washed Silk Quilt: R-‐ $299-‐$399 W-‐ $140-‐$190

Double Bordered Satin Sheet Set: R-‐ $ 209-‐$319 W-‐ $99-‐$149

Double Bordered Satin Sham Set: R-‐ $79-‐$99 W-‐ $32-‐$42

Hotel Satin Stitch Sheet Set: R-‐ $209-‐$279 W-‐ $99-‐$149

Hotel Satin Stitch Sham Set: R-‐ $79-‐$99 W-‐ $32-‐$42

‘Kelly’ Cow Hide Natural Rug: R-‐ $410 W-‐ $199

‘Marissa’ Chevron Rug: R-‐ $305 W-‐$ 142

Swatches:

LOFT Lou & Grey Spring 2015 Collection: Cost Sheets

Lou & Grey Collection:

The 12-month Planning

Calendar

2014:

February:

• Research • (trend forecasting, segmentation,

etc.) March:

• Start designing • Sourcing, fabric, trim, etc

April:

• First fittings • Prototypes • Pattern development • Tailoring • Editing

May:

• Ordering sample yardage • production fit, etc.

June:

• ‘Cost Sheets’ • Final tweaks and fit

July:

• Manage Samples • Line reviews • Selling prep

August:

• Prep for Market Shows • Look books • Manage samples • Meeting w/ reps • Line sheets

September:

• Ready to Show, (trade, fashion week, etc.) [SELLING THE LINE]

October:

• Regional Market Shows • Ordering production fabrics,

material, etc. November:

• End of sales date • Begin receiving materials • Production scheduled/starts

December:

• Labor, shipping, from contractor to you, Mills close down, etc.

2015:

January: • Shipping to you, Sort, invoicing, ship

to retailer, etc. • Hype, social media, marketing, etc.

February: • In stores

Description Color

2A2T0 Linen Throw Pillow Tan/Linen 2A2I1 Washed Silk Quilt (King) Indego 2A2E1 Washed Silk Quilt (King) Eucalyptus 2A2G1 Washed Silk Quilt (King) Graphite 2A2F1 Washed Silk Quilt (King) Flax 2A2W1 Washed Silk Quilt (King) White 2A2I2 Washed Silk Quilt (Queen) Indego 2A2E2 Washed Silk Quilt (Queen) Eucalyptus 2A2G2 Washed Silk Quilt (Queen) Graphite 2A2F2 Washed Silk Quilt (Queen) Flax 2A2W2 Washed Silk Quilt (Queen) White 2A3F1 Double Bordered Satin Sheet Set (K) Flax 2A3S1 Double Bordered Satin Sheet Set (K) Stone 2A3E1 Double Bordered Satin Sheet Set (K) Eucalyptus 2A3O1 Double Bordered Satin Sheet Set (K) Orchid 2A3SH1 Double Bordered Satin Sheet Set (K) Shore 2A3F2 Double Bordered Satin Sheet Set (Q) Flax 2A3S2 Double Bordered Satin Sheet Set (Q) Stone 2A3E2 Double Bordered Satin Sheet Set (Q) Eucalyptus 2A3O2 Double Bordered Satin Sheet Set (Q) Orchid 2A3SH2 Double Bordered Satin Sheet Set (Q) Shore 2A3F3 Double Bordered Satin Sham Set (K) Flax 2A3S3 Double Bordered Satin Sham Set (K) Stone 2A3E3 Double Bordered Satin Sham Set (K) Eucalyptus 2A3SH3 Double Bordered Satin Sham Set (K) Shore 2A3N3 Double Bordered Satin Sham Set (K) Navy 2A3F4 Double Bordered Satin Sham Set (Q) Flax 2A3S4 Double Bordered Satin Sham Set (Q) Stone 2A3E4 Double Bordered Satin Sham Set (Q) Eucalyptus 2A3SH4 Double Bordered Satin Sham Set (Q) Shore 2A3N4 Double Bordered Satin Sham Set (Q) Navy 2A4F1 Hotel Satin Stitch Sheet Set (K) Flax 2A4E1 Hotel Satin Stitch Sheet Set (K) Eucalystus 2A4SH1 Hotel Satin Stitch Sheet Set (K) Shore 2A4N1 Hotel Satin Stitch Sheet Set (K) Navy 2A4S1 Hotel Satin Stitch Sheet Set (K) Stone 2A4F2 Hotel Satin Stitch Sheet Set (Q) Flax 2A4E2 Hotel Satin Stitch Sheet Set (Q) Eucalystus 2A4SH2 Hotel Satin Stitch Sheet Set (Q) Shore 2A4N2 Hotel Satin Stitch Sheet Set (Q) Navy 2A4S2 Hotel Satin Stitch Sheet Set (Q) Stone 2A4F3 Hotel Satin Stitch Sham Set (K) Flax 2A4E3 Hotel Satin Stitch Sham Set (K) Eucalystus

2A4SH3 Hotel Satin Stitch Sham Set (K) Shore 2A4N3 Hotel Satin Stitch Sham Set (K) Navy 2A4S3 Hotel Satin Stitch Sham Set (K) Stone 2A4F4 Hotel Satin Stitch Sham Set (Q) Flax 2A4E4 Hotel Satin Stitch Sham Set (Q) Eucalystus 2A4SH4 Hotel Satin Stitch Sham Set (Q) Shore 2A4N4 Hotel Satin Stitch Sham Set (Q) Navy 2A4S4 Hotel Satin Stitch Sham Set (Q) Stone 2A5T1 Marissa' Chevron Rug (OS) Teal/Taupes 2A6T1 Kelly' Cowhide Rug (OS) Tan/Taupe 2A6G1 Kelly' Cowhide Rug (OS) Grey/Ivory

Style Number Categorization Key:

Year: 2015 (2) Season: Spring (A) Collection in Series: ( 2,3,4,5,6) Color: Letter abbreviation of color Size: (King: 1, Queen: 2, etc.)

Floor Plan:

LOFT: Lou &Grey

Collection Sales Projection

Introduction - 4 wks input # # input auto Product Units Sold On Hand

Linen Throw Pillow 25 10 15 Washed Silk Quilt 52 22 30

Double Bordered Satin Sheet Sets 52 22 30 Double Bordered Satin Sham Sets 96 39 57 Hotel Satin Stitch Sheet Sets 82 33 49 Hotel Satin Stitch Sham Sets 82 33 49 Kelly' & 'Marissa' Rugs 18 6 12

Total 407 165 242

Maintanance- 5 wks auto input auto Product Units Sold On Hand



Total 242 120 122

Clearance- 3 wks auto input auto Product Units Sold On Hand



Total 50 Brand

Sales Projection

Clearance - 2wks auto input auto Product Units Sold On Hand



Total 37 13

Ven# Vendor Name Beg. Ship Complete Term Label Dept

Season Buyer Date PO# Retailer

1815 LOFT Store: 1815 Michigan Ave Flagship 1-‐Jan 15-‐Jan COD

LGSP15 LGF1

SP2015 VSG

OCT-‐12-‐14 19567 L1815

New Order _____ Confirmation _____

Shipped:

Ordinary: X Special______

T S Q K Style # Description Color TTL Units Wholsale Retail TWS TR

2A2T0 Linen Throw Pillow Tan/Linen 25 $26.00 $63.00 $650.00

$1,575.0

0

2A2I1 Washed Silk Quilt (King) Indego 7 $190.00 $399.00 $1,330.00

$2,793.0

0

2A2E1 Washed Silk Quilt (King) Eucalyptus 5 $190.00 $399.00 $950.00

$1,995.0

0

2A2G1 Washed Silk Quilt (King) Graphite 7 $190.00 $399.00 $1,330.00

$2,793.0

0

2A2F1 Washed Silk Quilt (King) Flax 5 $190.00 $399.00 $950.00

$1,995.0

0

2A2W1 Washed Silk Quilt (King) White 7 $190.00 $399.00 $1,330.00

$2,793.0

0

2A2I2 Washed Silk Quilt (Queen) Indego 5 $140.00 $299.00 $700.00

$1,495.0

0 2A2E2 Washed Silk Quilt (Queen) Eucalyptus 3 $140.00 $299.00 $420.00 $897.00

2A2G2 Washed Silk Quilt (Queen) Graphite 5 $140.00 $299.00 $700.00

$1,495.0

0 2A2F2 Washed Silk Quilt (Queen) Flax 3 $140.00 $299.00 $420.00 $897.00

2A2W2 Washed Silk Quilt (Queen) White 5 $140.00 $299.00 $700.00

$1,495.0

0

2A3F1

Double Bordered Satin Sheet Set (K) Flax 6 $149.00 $319.00 $894.00

$1,914.0

0

2A3S1

Double Bordered Satin Sheet Set (K) Stone 10 $149.00 $319.00 $1,490.00

$3,190.0

0

2A3E1

Double Bordered Satin Sheet Set (K) Eucalyptus 4 $149.00 $319.00 $596.00

$1,276.0

0 2A3O1

Double Bordered Satin Sheet Set (K) Orchid 3 $149.00 $319.00 $447.00 $957.00

2A3SH1

Double Bordered Satin Sheet Set (K) Shore 3 $149.00 $319.00 $447.00 $957.00

2A3F2

Double Bordered Satin Sheet Set (Q) Flax 6 $99.00 $209.00 $594.00

$1,254.0

0

2A3S2

Double Bordered Satin Sheet Set (Q) Stone 10 $99.00 $209.00 $990.00

$2,090.0

0 2A3E2

Double Bordered Satin Sheet Set (Q) Eucalyptus 4 $99.00 $209.00 $396.00 $836.00

2A3O2

Double Bordered Satin Sheet Set (Q) Orchid 3 $99.00 $209.00 $297.00 $627.00

2A3SH2

Double Bordered Satin Sheet Set (Q) Shore 3 $99.00 $209.00 $297.00 $627.00

2A3F3

Double Bordered Satin Sham Set (K) Flax 12 $42.00 $99.00 $504.00

$1,188.0

0

2A3S3

Double Bordered Satin Sham Set (K) Stone 18 $42.00 $99.00 $756.00

$1,782.0

0 2A3E3

Double Bordered Satin Sham Set (K) Eucalyptus 6 $42.00 $99.00 $252.00 $594.00

2A3SH3

Double Bordered Satin Sham Set (K) Shore 3 $42.00 $99.00 $126.00 $297.00

2A3N3

Double Bordered Satin Sham Set (K) Navy 10 $42.00 $99.00 $420.00 $990.00

2A3F4

Double Bordered Satin Sham Set (Q) Flax 12 $32.00 $79.00 $384.00 $948.00

2A3S Double Bordered Satin Stone 18 $32.00 $79.00 $576.00

4 Sham Set (Q) $1,422.00

2A3E4

Double Bordered Satin Sham Set (Q) Eucalyptus 4 $32.00 $79.00 $128.00 $316.00

2A3SH4

Double Bordered Satin Sham Set (Q) Shore 3 $32.00 $79.00 $96.00 $237.00

2A3N4

Double Bordered Satin Sham Set (Q) Navy 10 $32.00 $79.00 $320.00 $790.00

2A4F1

Hotel Satin Stitch Sheet Set (K) Flax 6 $149.00 $279.00 $894.00

$1,674.0

0

2A4E1

Hotel Satin Stitch Sheet Set (K) Eucalystus 4 $149.00 $279.00 $596.00

$1,116.0

0

2A4SH1

Hotel Satin Stitch Sheet Set (K) Shore 6 $149.00 $279.00 $894.00

$1,674.0

0

2A4N1

Hotel Satin Stitch Sheet Set (K) Navy 10 $149.00 $279.00 $1,490.00

$2,790.0

0

2A4S1

Hotel Satin Stitch Sheet Set (K) Stone 14 $149.00 $279.00 $2,086.00

$3,906.0

0

2A4F2

Hotel Satin Stitch Sheet Set (Q) Flax 6 $99.00 $209.00 $594.00

$1,254.0

0 2A4E2

Hotel Satin Stitch Sheet Set (Q) Eucalystus 4 $99.00 $209.00 $396.00 $836.00

2A4SH2

Hotel Satin Stitch Sheet Set (Q) Shore 6 $99.00 $209.00 $594.00

$1,254.0

0

2A4N2

Hotel Satin Stitch Sheet Set (Q) Navy 12 $99.00 $209.00 $1,188.00

$2,508.0

0

2A4S2

Hotel Satin Stitch Sheet Set (Q) Stone 14 $99.00 $209.00 $1,386.00

$2,926.0

0 2A4F3

Hotel Satin Stitch Sham Set (K) Flax 6 $42.00 $99.00 $252.00 $594.00

2A4E Hotel Satin Stitch Sham Set Eucalystus 4 $42.00 $99.00 $168.00 $396.00

3 (K) 2A4SH3

Hotel Satin Stitch Sham Set (K) Shore 6 $42.00 $99.00 $252.00 $594.00

2A4N3

Hotel Satin Stitch Sham Set (K) Navy 10 $42.00 $99.00 $420.00 $990.00

2A4S3

Hotel Satin Stitch Sham Set (K) Stone 14 $42.00 $99.00 $588.00

$1,386.0

0 2A4F4

Hotel Satin Stitch Sham Set (Q) Flax 6 $32.00 $79.00 $192.00 $474.00

2A4E4

Hotel Satin Stitch Sham Set (Q) Eucalystus 4 $32.00 $79.00 $128.00 $316.00

2A4SH4

Hotel Satin Stitch Sham Set (Q) Shore 6 $32.00 $79.00 $192.00 $474.00

2A4N4

Hotel Satin Stitch Sham Set (Q) Navy 12 $32.00 $79.00 $384.00 $948.00

2A4S4

Hotel Satin Stitch Sham Set (Q) Stone 14 $32.00 $79.00 $448.00

$1,106.0

0

2A5T1 Marissa' Chevron Rug (OS) Teal/Taupes 8 $142.00 $305.00 $1,136.00

$2,440.0

0

2A6T1 Kelly' Cowhide Rug (OS) Tan/Taupe 4 $199.00 $410.00 $796.00

$1,640.0

0

2A6G1 Kelly' Cowhide Rug (OS) Grey/Ivory 6 $199.00 $410.00 $1,194.00

$2,460.0

0

Totals 407

$35,758.00

$76,271.

00

Lou & Grey Collection: The Marketing LOFT is the trusted personal stylist for the woman who lives a casual, layered life. We aim to inspire her, and cultivate a genuine relationship that’s expressed in our promise to be the curator of her style, support her as an individual and value her passion and investment in our brand. The LOFT client is youthful, regardless of her age. She’s self-‐assured, positive and fun, and highly social – connected 24/7 to family, friends and pop culture. We help her express her individuality with product that is emotional, versatile and offers great value. We cultivate loyalty by treating her as an individual – tailoring our communication and interactions based upon her preferences as a client. LOFT is driving growth through increasing brand awareness and affinity, establishing a stronger, more focused identity and delivering a dynamic brand experience in all channels. At LOFT, we believe the best relationships are built on trust – well, that and an amazing wardrobe. We became a trusted personal stylist by connecting with women on a genuine level – equal parts expert, confidante and friend who tells it like it is. We give her lifestyle advice, ideas and inspiration to make her style aspirations attainable. We believe in offering versatile, accessible and affordable products with undeniably feminine appeal, special and unexpected details and a flattering fit for your lifestyle.

Objectives for Media Outreach:

1. Increase Brand Awareness 2. Increase Purchase Consideration 3. Increase Positive Brand Association

PR Media Strategies (ideas):

1. “Find Beauty Within Your Home” will be advertised through traditional and non-‐traditional elements (Pre-‐roll, Billboards, Print, Rich Media) making sure LOFT is top-‐of-‐mind when it comes to home products

2. “Find Beauty Within Your Home” will penetrate use of digital platforms (tablets and mobile apps, kiosk, pop-‐up store, interactive store front display) to engage our consumers

3. Heavy up on social media outlets to target niche market and the different tiers (Instagram)(Twitter)(facebook) (YouTube)

PR Media Tactics (implementation):

1. Need 1 Social media tactic (think contest & games and incentives like buy one get one free etc.) Use our “Find Beauty Within Your home” for hashtags or name of contest

a. Selfies in your LOFT space. Post your photo with your favorite LOFT home collections product on facebook, instagram, etc. with the hashtag #beautywithinyourhome or tag us in your selfie and be entered in a drawing for a room makeover. A winner will be drawn once per cycle (intro, mid, clearance). Interactive store front display

• Interactive tablets will be placed in mallscapes and outdoor buildings transforming storefronts in high-‐traffic location into massive displays that allure and captivate consumers nearby.

• The storefront display will allow consumers to engage themselves with LOFT’s brand

before stepping foot inside stores and feature multiple level of engagement like virtual makeover with LOFT’s Lou & Grey Collection before and after results of preset rooms.

• Users could then enter their social media feeds or email address to receive their photo to share with their family and inner circle.

2. Technology: Digital Interior Design Kiosks: • Sony will team with LOFT to launch an

interactive "virtual retail" kiosk that can detect digital photos of areas in the LOFT girl’s home then recommends home collection products that will compliment her already beautiful space

• The kiosk's large screen, situated next to a full-‐

length smart mirror, is loaded with software that scans the user’s image to create digital

animations that represent their home. The results for the user will appear alongside their reflection, accompanied by recommended products from the LOFT Lou & Grey line.

• The kiosk gives customers the option to purchase the recommended products, or if

they decide not buy, they can opt to send the look to their email to save for later. A third screen on the kiosk displays blog posts and photos from influential Interior design bloggers.

3. LOFT’s Pop-‐up Store • Pop-‐up Stores will be placed in high traffic locations giving home collection consumers

a chance to receive VIP treatment. LOFT will have an interior stylist’s to style your panoramic of your space, using LOFT products that will be shared to showcase the Lou & Grey Collection.

• Participants will be encouraged to

share their photo to be featured on LOFT’s home collections blog and enter to receive free samples to take home.

• Upon completion, postcard featuring

the Lou & Grey Collection for their customized style will be feature on the back with a special incentive to purchase more.

LOFT Presents: The Lou &Grey Home Collection 2015 Press Kit

Press Release Ann Taylor taps Nate Berkas & LOFT for: Lou & Grey for exclusive Home Collection NEW YORK, March 19, 2014 /PRNewswire/ -‐-‐ Perhaps the most iconic collection of clothing a woman can own from Ann Taylor, our Lou & Grey Collection for LOFT may be the most essential item in a LOFT girl's closet. This spring, Ann INC. and LOFT team up to celebrate the ubiquitous L&G Home with a capsule collection designed by Nate Berkus. The Nate Berkus L&G collection premieres this April with eight limited edition home décor pieces designed in partnership with Ann Taylor creative director, Lisa Axelson, each highlighting Nate's personality and lifestyle. "I loved working with Lisa Axelson and the design team on these casual yet elegant home collection pieces," said Berkas. "We designed them to fit how we all live—so there's something for every occasion and everyone." About the Collection: 22’’ Linen Throw Pillow R-‐ $63 W-‐ $26 Washed Silk Quilt: R-‐ $299-‐$399 W-‐ $140-‐$190 Double Bordered Satin Sheet Set: R-‐ $ 209-‐$319 W-‐ $99-‐$149 Double Bordered Satin Sham Set: R-‐ $79-‐$99 W-‐ $32-‐$42 Hotel Satin Stitch Sheet Set: R-‐ $209-‐$279 W-‐ $99-‐$149 Hotel Satin Stitch Sham Set: R-‐ $79-‐$99 W-‐ $32-‐$42 ‘Kelly’ Cow Hide Natural Rug: R-‐ $410 W-‐ $199 ‘Marissa’ Chevron Rug: R-‐ $305 W-‐$ 142 Share how you get #beautywithinyourhome Tweet us for tips on style, gift-‐giving, etc. just for you Share your Ann Taylor style with us on Facebook Create a #beautywithinyourhome board on Pinterest featuring Ann Taylor Share a happy moment from your life on Instagram #beautywithinyourhome Founded in 1954, Ann Taylor's rich heritage has always been synonymous with iconic style and fashion for modern working women. Having evolved throughout the decades to meet women's changing needs, aspirations and roles, today Ann Taylor is defined by a unique balance of fashion and work for women of substance and style across every generation. The Ann Taylor brand has become a favorite style destination for modern women, attracting some of the world's most celebrated style icons as its biggest fans, including United States First Lady Michelle Obama, Kate Hudson, Angelina Jolie, Diane Kruger, Halle Berry, Jessica Alba and many more. As of February 2, 2014 Ann Taylor operated 268 stores across the United States, the District of Columbia, Puerto Rico, and Canada, as well as an e-‐commerce website at www.anntaylor.com. Ann Taylor is a division of ANN INC. (NYSE: ANN).

Designer Bio: Nate Berkus Nate Berkus began his career in design at a young age. "I was barely in grade school when I helped my mother rearrange the living room furniture for the first time," he says. With his allowance dedicated to buying things for his bedroom and his mother's influence (she's also a decorator), Nate began a lifelong passion for design. "I think I was the only kid on the block who knew about furniture scale by the time I was 8," he says. After graduating from Lake Forest College, he took a job with Leslie Hindman Auctioneers. It was from this position, as well as an internship with Dominique Aurientis in Paris, that he really developed a love and knowledge for the decorative arts and furniture. From his auction house experience came a deeper understanding of how to shop and what to buy. Self-‐taught, Nate then went on to form Nate Berkus Associates

(www.nateberkus.com/assoc.php) in 1995 at the age of 24. Moving from the auction house to interiors was a natural evolution for him. The firm grew to include projects for Wolfgang Puck's Spago, Barneys New York, W hotels, as well as a prestigious list of private homes and clients. In 2002, Nate was invited to make over a small space forThe Oprah Winfrey Show. From there, Nate became a featured design expert for the show. Nate's work continues to be featured in the pages of US Weekly, Elle Décor, O, The Oprah Magazine, Domino and many more. Then, in 2005, he celebrated the release of his first book, Home Rules: Transform the Place You Live into a Place You'll Love, (Hyperion). In 2006, Nate debuted his Oprah Radio Radio show. Airing each week, he speaks to listeners, celebrities, callers and guests about the home and living well. March 2008 brought the premiere of Oprah's Big Give, a show hosted by Nate. "Working on Big Give was an opportunity that I felt compelled to do," Nate says. "It was my chance to share in showing people how they can give big in their own life, to send the message that giving goes way beyond the gift of money. We want to share that the best thing you can give is your time and understanding." In the fall of 2008, Nate launched a new line of home products on HSN. "It's funny. As a kid, I think I rearranged the rooms of almost every house on the block," Nate says. "I feel like I'm still doing the same thing. Except, now I'm coming into the living room through the TV, helping people make their home their own." After nearly eight years and 127 makeovers on The Oprah Show, Nate will launch his own daytime talk show in fall 2010. Featuring a broad range of subjects and guests, the show focuses on lifestyle, entertainment and personal transformation. The Nate Berkus Show will premiere September 13, 2010.

Company Bio: Ann Inc. ANN INC. is a leading specialty retailer for fashionable women’s clothing, serving clients across the United States, Canada, and Puerto Rico. Over the Company's fifty year heritage we have become a well-‐known resource for quality suits, separates, dresses, shoes and accessories with a feminine, polished approach to updated classic style. The Company meets the needs of modern women's busy lifestyles by providing a full range of career, casual and occasion offerings in one location. We plan collections with versatile styles that coordinate not only from head-‐to-‐toe, but also from season-‐to-‐season, so that our client can build a full wardrobe suitable to her needs from our collections at both our Ann Taylor and LOFT divisions. Our dedication to helping her be at her best has led to an exceptional level of enduring client loyalty. Our Ann Taylor and LOFT brands are marketed in 1,025 stores in 47 states, the District of Columbia, Puerto Rico, and Canada through its, Ann Taylor stores, LOFT stores, Ann Taylor Factory and LOFT Outlet stores, and is also available in more than 100 countries worldwide online at www.anntaylor.com and www.loft.com.

Ann Taylor, through 268 store locations and online, competes in the "better" priced category, and caters to the successful, relatively affluent career woman, who needs appropriate, fashion conscious attire for her professional life and special events, and prefers stylish, coordinated looks for her leisure activities. LOFT, through 539 store locations and online, competes in the "upper moderate" priced category. LOFT collections are designed for the value conscious women with a more relaxed lifestyle both at work and at home. Ann Taylor Factory and LOFT Outlet stores, with 218 store locations, are shopping destination in their own right, with clothing merchandise specifically designed and made to carry the Ann Taylor Factory and LOFT Outlet label.

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