Ann Taylor is changing its corporate name from Ann Taylor Stores Corporation to Ann Inc. because the original name was "clunky."
Interestingly, the period in the name will change color from time to time reflect the "causes backed by the company, like pink to support breast cancer research and purple for international women's day."
This move adds Ann Inc. to what Media Post calls "one name wonders" like Cher and Madonna.
Well, not really.
The name actually better reflects its sub brands, which includes Ann Taylor and the Loft stores.
Ann Inc. is going through a heavy growth period, especially in the realm of online sales. The ever changing period is a nice touch and obviously something that can be manifested online quite easily.
Additionally, they are moving quickly into international shipping and mobile commerce and the new name reflects the mentality that the Ann Taylor brand is but one link in this chain.
The Ann Taylor brand will stay, but the new corporate name, which has been introduced almost in tandem with Katie Holmes as the face of the Ann Taylor brand, is certainly less clunky and much more internet friendly.
It's interesting to note how the Ann Taylor name was created by the founder Richard Liebeskind in 1954. While many believe the name is eponymously named after a person, the name actually came from a kind of dress that was sold in his father's store. According to reComparison, "Liebeskind was further inspired to take on the name for his own chain of stores since "Ann" was a typically New England type of name, and 'Taylor' suggested a line of tailored clothing."
Ann Inc. will actually include four divisions: Ann Taylor, LOFT, Ann Taylor Factory, and LOFT Outlet. The name change will be seen mostly by businesses working with Ann Inc. and I suppose, internet customers.
I think this move also gives more room for the internet store and the profitable LOFT stores to share branding head space in the company's face to the world.
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