I think Ann Taylor has really made some serious strides in changing not only their look online– in the way the site functions, but they have gone the distance with a new creative designer to give the fashions a more contemporary, edgier feel — and bonus (!) a new look to the stores. A new one opened up not long ago in the South Bay area of Manhattan Beach that featured all the bells and whistles that were featured in the South Coast Plaza Ann Taylor where I interviewed Andrew Taylor, the PR Director for Ann Taylor! (No relation to the brand) (see that post & interview here )
Here’s what was cooking at the new Manhattan Village Ann Taylor!
The September grand opening celebration and a shopping event opened to the public and partnered with the South Bay charitable organization, The Sandpipers.
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.
Wardrobe Niche
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. Curated fashion presentations and expert styling services add to the new store experience and make shopping easy.
Shoppers waiting to check out!
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.
· Fashion-Forward Point of View: Favorite looks of the season are styled on a runway of mannequins lining the middle of the store, making it easy to shop the best looks of the season.
· Boutique Feel: With “shops within the shop” there is a sense of discovery for the client (suit shop, casual shop, accessories shop).
· Lighting: Modern lighting including crystal chandeliers and proprietary lighting systems make the store warm, easy, and inviting.
Styling & Dressing Area
· Dressing Rooms: Feminine dressing rooms with individual floral wall coverings are set in a private lounge area with back lit mirrors and an ottoman.
· Multichannel: The dressing room area contains a multichannel touch screen for clients to easily find with product information.
The grand opening event featured a serious opening day discount of 30% off everything.
Plus the party-like feel was enhanced with a DJ!! Party on Ann Taylor.. Imagine dressing up in some fab pieces and walking around in the store with the music going. (Party On– Time to Have a Good Time!)
Visit Ann Taylor at Manhattan Village on Sepulveda at Rosecrans in Manhattan Beach, CA.
Stevie Wilson,
LA-Story.com
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