subject: What We Can Learn From Ann Taylor's Facebook Page [print this page] What We Can Learn From Ann Taylor's Facebook Page
There's a lot we can learn from Ann Taylor's Loft Brand Facebook Page. Sure it features great looks and new clothes, but there is more to be learned here. The Loft Facebook Page can teach us something about marketing and something about the needs and wants of today's consumers.
This past week past week, Loft posted pictures of models wearing its new line of cargo pants. Soon after, its Facebook page was full of compliments about the look of the pants, but just as many concerns that the pants wouldn't look like that on them, the fans.
Loft decided to prove that they would look just great on women of all sizes, by doing things a bit differently the next day. Loft went to its own staff and chose several women, ranging from size two to twelve and 53" to 510" in height to model the same pants and posted the pictures on its Facebook. Not only did this help them to illustrate that these particular pants can look great on all kinds of women, it also showed their fans that they are paying attention and deeply value their opinions
So the Loft Facebook experiment can teach us two different, valuable lessons. The first is to pay attention to your "fans". Whether it is your Facebook following or your customers, it's important to not only listen but to respond. Offer thoughtful feedback or even consider changing the way you or your company do certain things.
The second is that there is clearly something to the current trend of consumers wanting to see clothes on people that look more like them. While I don't think traditional models will find themselves out of work anytime soon, I do think that the inclusion of more average looking people and models will continue to grow in popularity - especially by consumer brands.
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