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Ann Taylor

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Natalie Jones

on 26 February 2015

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Transcript of Ann Taylor

Competitive Advantage
Ann Taylor brand
wide recognition and respectability
success is dependent on trend tracking
relative advantage can be gained or lost
Competitive parity
Not rare
Value Chain
Primary Activities
Keys to success
General Environment
Growth in consumer spending
Lower unemployment
More women in white collared jobs
Growth in e-commerce
Generational transitions
Specific Environment
High proprietary knowledge requirements
High starting risks
Pre-established preferences of consumer base
Women's Professional Clothing Specialty Shops
Ann Taylor

Generational transitions
Increasingly expensive emerging markets
High threat of current competitors
Similar target markets
Middle/upper class professionals
Minimal customer switching costs
Fashion companies rely on their ability to predict future trends
Leads to unstable and temporary comparative advantages
Maintain distinction between Ann Taylor and Loft
Ann Taylor centered on root concepts
Differentiation focus strategy
Loft as the more flexible arm of the business
Combination strategy
Low threat of entrants
High threat of substitutes
High consumer demand for both high and low cost options
Loyalty program helps to deter threats
Low threat of buyers
Individuals are not purchasing a large portion of output
Low threat of suppliers
Low likelihood of forward integration
Little desire for designers to open independent shops
Inbound logistics
42% from China
Louisville, KY warehouse
~1000 retail stores
Redesigned for efficiency
Outbound logistics
Third party fulfillment
Centrally located distribution center
Marketing & Sales
Identify customers and distinct needs
Multi-channel retail strategy
Support Activities
General Administration
Proactive yet conservative
Mindful of fashion trends
HR Management
Long lasting CEOs
Technology Development
In house design and development
Online presence since 2000
Merchandise starts with in-house design
Diversified outsourcing

Assenza, P., Eisner, A. B., & Kuperman, J. C. (2014). Case 9: Ann Taylor. In G. G. Dess, G. T. Lumpkin, A. B. Eisner, & G. McNamara, Strategic Management: Text and Cases (pp. C47-C57). New York, New York: McGraw-Hill Education.

Leubsdorf, B. (2014, August 28). GDP Expanded at 4.2% Rate in Second Quarter. Retrieved February 24, 2015, from The Wall Street Journal: http://www.wsj.com/articles/gdp-expanded-at-4-2-rate-in-second-quarter-1409229416

Mergent Online. (2015, February). ANN INC (NYS: ANN) Compare Company Against Industry. Retrieved February 24, 2015, from Mergent Online: http://www.mergentonline.com.libproxy.uwyo.edu/companyreports.php?pagetype=comparisonreport&compnumber=61089
(Porter's Five Forces)

https: //www.youtube.com/watch?v=KeprvK124zE
Full transcript