Shop Talk

Retailers, consumers and prices

LOFT to offer style help

April 15, 2010

USA/For the modern professional woman who may have trouble putting together separate pieces of clothing in an interesting way, Ann Taylor LOFT is offering some help.

Its latest effort, called LOFT Style Studio, involves four stylists taking various items from the brand’s fall collection and putting them together in ways that may be unexpected (think faux fur vest on top of a tweed-like jacket or a striped cardigan over a floral dress).  The ensembles will appear in LOFT stores, and various executives promise there will be ways for curious consumers to interact with the stylists and the brand via social networking.

At a party on Wednesday to showcase the idea, LOFT Marketing Director Jill Gabin told Reuters that based on focus groups of prospective LOFT shoppers, the brand found that many women wanted guidance or ideas about how to put outfits together, though there were others who felt they didn’t need it.

And while Gabin admitted that the collection’s target shopper is women aged 25 to 40, she stressed that good style was more about a state of mind than an age.

What do you think? Do you want stores to tell you how to wear their clothes or offer suggested outfits? Or do you prefer to put them together on your own?

(Photo: Reuters)

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