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OCT 2008

A Way to Save and Still Have Crisp Clothes

New York Times, October 9, 2008 — A new partnership between the retailer Ann Taylor Loft and Procter & Gamble is turning stores into launching pads for two new products, Tide Total Care and Downy Total Care. Both products claim to cut down on dry cleaning bills by helping clothes look new for a longer time.

The store chain is handing out free samples and coupons to customers who buy machine washable clothes, while posters and decals throughout the stores alert customers to the products’ benefits. The retailer has also produced an eight-page magazine, available free in its stores, that provides tips on how to keep clothes looking fresh (hint: they require Tide or Downy Total Care).

“The partnership between Loft and P.& G. is not typical, and we admit that at first we had concerns,” said Robert Luzzi, chief marketing officer of Ann Taylor Stores. “But we decided that the partnership at this time was incredibly relevant for our clients in this pretty tough economy.”

Categories: Brand Strategy, Marketing Strategy
Tags: Ann Taylor, Ann Taylor Loft, Downy, Procter & Gamble, Tide, consumer packaged goods, customer relevence, fashion retailer, new product launch, partnership, Promotions

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