Fashion is more than what you wear, it’s how you wear it. Since the 1950s, Ann Taylor has outfitted trend-conscious women with clothing that expresses their beauty and confidence at work, at home or out on the town. When consumer research revealed that younger audiences lacked awareness and enthusiasm for the brand’s sophisticated offerings, Ann Taylor tapped Ready Set Rocket to shift perceptions among fashion forward millennials.
Modern shoppers want more than a clothing supplier — they want trendsetting styles and achievable inspiration. Understanding that, we developed and implemented a content strategy to reach young, professional woman, proving to them that Ann Taylor is a trusted source for current fashion and future trends.
Targeted campaign messages presented Ann Taylor as a knowledgeable resource that could help our audience bridge the fashion gap between their work and personal lives. Efforts also included blogger outreach and management, enhanced online customer service and the launch of Look Both Ways, a fashion blog with on-trend editorial, versatile outfit advice, engaging how-to’s, shareable infographics and promotional content.
This brand revitalization garnered significant increases in social engagement and doubled traffic from the Ann Taylor blog to their eCommerce site. Our efforts were a catalyst for larger investments and marketing activities that further strengthened the health of the brand and broadened our strategic impact. And for a whole new generation of style-savvy consumers, Ann Taylor is now relevant and top of mind when seeking everyday fashion inspiration.
We relaunched the blog “Look Both Ways” as the brand’s hub for editorial and promotional content targeted at younger, trend-conscious consumers.
We grew social revenue by constantly measuring and optimizing content performance, and providing weekly and monthly best practices, insights, and recommendations.