Ann Taylor’s Revamped Collection Opens New Concept Stores

THERE’S A NEW ANN IN TOWN

Ann Taylor Opens New Concept Store at Stanford Shopping Center in Palo Alto, California

NEW YORK,  2011 – Ann Taylor announces the opening of the brand’s new concept store at Stanford Shopping Center in Palo Alto on Friday, September 2, 2011, marking the brand’s second new concept store in California. Ann Taylor opened its first concept store in South Coast Plaza in June and a third is set to open in Manhattan Village next week.

With a heritage dating back to 1954, Ann Taylor has always been synonymous with iconic, all American style for modern working women. Having evolved throughout the decades to meet women’s changing needs, aspirations and roles, Ann Taylor has recently gone through its most significant evolution, starting with the revamped collection launched in Fall 2009 under the brand’s new Head of Design, Lisa Axelson. The next phase of the rejuvenation is the brand’s new store concept.

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.

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.

Curated fashion presentations and expert styling services add to the new store experience and make shopping easy. An impactful runway of mannequins showcasing Lisa’s favorite looks of the season greets the client and helps 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.

“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.”

I coveted many of the new looks, including a beautiful cape, cool blue shirts and dresses, shimmery black Gigi Paillette Skirt, accessories and more. Picture of the lovely models that showed off the outfits at the event.

Photo Credit: Colson Griffith for Gustavo Fernandez Photography