NEW YORK: Ann Taylor Stores Corporation has named Shadow PR its AOR for the Ann Taylor brand.
The company will work with Shadow on building buzz for the unveiling next fall of the first collection by head designer Lisa Axelson.
“Shadow is a young agency that can bring a fresh perspective,” said Kate Foster, VP of PR and media at Ann Taylor Stores Corporation.
She declined to say whether the company had issued an RFP, but said it used a "rigorous vetting process" and considered a variety of firms before choosing Shadow. Foster also noted she had worked with the New York-based firm when she was with Victoria Secret.
“We plan to leverage Ann Taylor's rich heritage, which dates back to 1954, while highlighting the brand's modern image and messaging amongst key influential media outlets and the fashion set - in turn generating overall buzz that reaches the consumer directly,” said Brad Zeifman, principal at Shadow.
Ann Taylor Stores also plans to announce an AOR for its Loft brand soon, Foster added. The Ann Taylor Corporation includes the Ann Taylor, Ann Taylor Loft, and Ann Taylor Factory brands.