Ann Taylor Loft: Customer Profile

Ann Taylor Loft has become a major retailer targeted towards middle aged, middle to upper class women. Our mothers ages 46 and 50 regularly shop at "The Loft" in search of the newest fashions. Their apparel is appealing to these women because of its versatility, sophisticated look and overall age-appropriateness.

Because we are familiar with the store and it's target customers simply from shopping with our moms, we have noticed a stereotypical customer. Most of these shoppers depend on Ann Taylor Loft to provide an entire outfit that will fulfill their desire to look classic yet casual and chic. In more detail, this customer has these qualities:

1. Has about 2-3 children
2. Is well groomed (i.e. gets a manicure and hair done on a regular basis)
3. Is in the age range of early 30's-early 60's
4. Is married
5. Between her and her husband, she has a substantial income
6. She enjoys a good chick flick
7. She watches "Divorce Court" and "American Idol"
8. Prefers cooking meals rather than eating out
9. Has pets
10. Large wardrobe with many options so when she is pressed for time she has several "go-to" outfits
11. Tends to purchase staple colors such as navy, black and cream.
12. Takes beach vacations in the summer/ travels frequently
13. Conscience of their weight
14. Drives her own SUV
15. She's organized (keeps a DayTimer), responsible and pays all her bills on time

These specifics may or may not be true of every customer, but for the most part, Ann Taylor Loft targets this woman. This retailer knows it's customer and is therefore very successful.