Ann Taylor, which dates back to 1954, opened a new concept store at Fashion Valley in San Diego on Friday, July 13, 2012. Ann Taylor has other concept stores throughout California in South Coast Plaza, Stanford Shopping Center, Manhattan Village, Stonestown Galleria Mall, and Arden Fair.
“The new Ann Taylor is chic and stylish with a more fashion forward direction to address the needs of today’s modern working women,” said Lisa Axelson, head designer and a member of the Council of Fashion Designers of America (CFDA). “Our new concept stores are a reflection of our new fashion direction. They are light, modern, feminine, and designed to showcase the full Ann Taylor collection while making our client feel comfortable and welcome.”
Designed in partnership with S. Russell Groves architects, the new Ann Taylor boutiques are inspired by a stylish modern contemporary home and provide a more intimate shopping experience that is chic, warm and inviting. The residential influence is brought to life through white washed maple hardwood floors, luxurious crystal chandeliers, modern tufted furniture and sleek feminine fixtures inspired by the ultimate closet. Wardrobing niches allow for stronger fashion stories as well as a broader assortment of product than other Ann Taylor stores. Decorative items add the finishing touch with an assortment of fashion books, jewelry vitrines and framed images on display throughout the space.
According to Arlena Pordoy, Ann Taylor public relations manager, special attention was also given to the design of the new styling rooms which feature unique floral wall coverings, luxe ottomans, plush carpeting, and a new proprietary lighting system with flattering back lit mirrors. Adjacent to the styling rooms is a private lounge area featuring an oversized touch screen monitor that provides access to anntaylor.com. The immediate access to the brand’s website allows clients to view and order the complete product assortment outside of what that particular store may carry – including additional fashion and wear-to-work styles, a broader assortment of shoes and petites, and online exclusives such as tall sizes and a Weddings and Events collection.
At the front of the store, Lisa’s favorite looks of the season greet the client and help with wardrobing and styling ideas. The key fashion message is complemented by shop-in-shop destinations including the Career Chic shop, a petites shop and an accessories shop. Dedicated stylists are also on staff and available for both walk-ins and appointments to help clients put together perfect individualized looks for any occasion.
Pordoy says that the goal is to make wardrobe selection easier and to reflect the client’s individual style and personality. She also said that the intent of the store is to meet the needs and desires of its client, so that shopping is more fun and rewarding with each purchase.
Category: Local News