Good storytelling is always in fashion.
ANN INC., the parent company of Ann Taylor, LOFT and their outlet brands, didn’t have a problem with the quantity of candidates applying; they came to JWT INSIDE for help in finding quality candidates – people who identify with their unique culture and expectations. So we had to ask, “What’s the story you’re telling candidates these days?”
“What’s the ‘give’ and ‘get’?” and “What’s the opportunity?”
What we heard back was inconsistent, lacking in passion and not differentiating from their retail or fashion competitors. We knew right away it was time for a major makeover, time to reveal ANN INC.’s INSIDE story.
The Moment of Truth
Our first step was to complete a full immersion into ANN INC. We conducted desk research and spoke to over 100 Corporate and Store Associates at all levels of the company nationwide. We asked one question over and over: “What business are you in?” Naturally, we expected to hear “Retail.” Instead, we heard “Fashion,” “Friendship,” “Therapy,” “Fun.” We knew we were on to something: the quality that sets ANN apart.
At ANN INC., camaraderie thrives. And, after a couple of tough years, the company is once again infused with excitement. ANN walks the walk, implementing sustainable business practices, supporting robust philanthropic causes, work/life balance and a culture of collaboration and positivity. And it’s true: ANN’s not in the retail business. Their business is understanding women and in that business, character trumps experience. It’s about empathy, passion, support. ANN’s story is rooted in character – so when it comes to hiring it’s all about finding the right fit. In short, FIT IS EVERYTHING.
Ultimately, “Fit Is Everything” became both the INSIDE Story and Creative Expression for ANN INC. Careers.
The campaign unfolded as a story told in portraits and action to help the audience see how they could FIT into the ANN culture and get a sense of the depth and breadth of possibilities available to them.
Just as ANN delivers effortless style, we deliver candidate experiences that feel less like finding a job and more like reconnecting with a close and trusted friend.
It’s this strategy that drives everything we’ve done – and we’ve done a lot! “Fit Is Everything” encompasses recruitment brochures, recruiter toolkits, giveaways, internal communications, a responsive Careers site, social media communities and a lifestyle mobile app.
Mobile Site Boosted Sales By 50%
Mobile RefreshThe Challenge Vivamus ipsum velit, ullamcorper quis nibh non, molestie tempus sapien. Mauris ultrices, felis ut eleifend auctor
Rebuilt From the Inside OutThe Challenge Vivamus ipsum velit, ullamcorper quis nibh non, molestie tempus sapien. Mauris ultrices, felis ut eleifend auctor
Extensive Demographic StudiesThe Challenge Vivamus ipsum velit, ullamcorper quis nibh non, molestie tempus sapien. Mauris ultrices, felis ut eleifend auctor
- Mobile Sales 80%
- Website Traffic 50%
- Conversion Rate 75%
- Email Subscribers 60%