Ann Taylor brand's outlet locations will be launching e-commerce sites this month to provide shoppers with around-the-clock access to women's clothing. The Loft Outlet website, LoftOutlet.com, will launch June 19, and Ann Taylor’s Factory website, AnnTaylorFactory.com, will launch June 26, both offering all of the same products found in their physical stores.
Christine Munnelly, senior VP, GMM, Ann Taylor Factory and Loft Outlet, said the desire to create websites for the outlets came from client surveys and feedback from field associates.
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"We know these websites are something that our clients want," Munnelly told FierceRetail. "Our new websites for Ann Taylor Factory and Loft Outlet are a way for us to make it even more convenient for our clients to access the styles they love, 24/7, from anywhere."
Munnelly adds that going digital was an obvious move as shoppers are spending more and more time shopping online. The new websites will not only enhance the experience for existing shoppers, but will also help introduce the brands to new consumers.
"We feel good about our current brick-and-mortar footprint for our factory and outlet business," she said. "Our fleet size is balanced, and the launch of online is our way to expand access to the styles our clients love."
Moving forward, Munnelly says that Ann Taylor will continue to monitor new real estate opportunities and new shopping tools in order to engage with the client and enhance their shopping experience.