NEW YORK — Ann Taylor Stores Corp. is gearing up for its golden anniversary.
The retailer, which got its start in 1954 and will begin touting its anniversary in marketing campaigns during the second half, last week presented fall collections for its Ann Taylor and Ann Taylor Loft chains. Michael Smaldone signed up in September as senior vice president of design, the day after showing his first and only collection for Anne Klein.
The Ann Taylor label has opted for a more trendy season, bringing back its signature circa 1954 dress and a vintage flair throughout the collection. It features shrunken fur jackets, floral skirts, classic trouser-style pants, printed blouses, smart tweeds and herringbones and an assortment of colorful knits. Black lace ruled for evening, with little pink dresses for those seeking a more colorful choice.
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To help keep the presentation of the brand up with its styling, the Ann Taylor logo is being updated with a fresh typeface.
There are also plenty of changes in the Ann Taylor Loft label. The fall line features a faux-fur jacket, a crocodile-embossed leather blazer, as well as herringbones and tweeds that can work for the office and at dinner.
The firm’s been on a tear, with earnings increasing last year by 25.9 percent to $100.9 million, or $2.13 a diluted share. Sales rose 15 percent to $1.59 billion.
The 271-door Loft unit is providing much of the firm’s growth and is expected to expand by a total of 65 to 70 stores this year. An e-commerce site devoted to the name also will launch next month at loft.com. There are currently 355 Ann Taylor stores and plans to add a total of 10 to 15 doors this year.
In March, comparable-store sales rose 12 percent for the firm overall, driven by a 31.6 percent jump at Loft and a 0.2 percent uptick at the Ann Taylor division.
When asked how Loft could entice its customers to keep buying, Kay Krill, president of the division, noted simply, “You just keep giving her more.”
Krill described the Loft niche in broad terms, noting the chain makes a home for itself on the retail scene by providing fashion and quality at “surprising prices.” Sweaters at the chain go for $39 to $59, while jackets sell for $89 to $139 and pants for $39 to $79.
Debt-rating agency Standard & Poor’s sees the potential for Ann Taylor’s performance to continue, and last week revised its outlook on the retailer’s credit rating to positive from stable. The “BB-minus” credit rating, which is at the high end of the noninvestment or “junk” category, was affirmed.
The rating reflects some inconsistent operating performance, due partially to previous fashion missteps, and the rapid growth strategy of the lower-priced Loft division, S&P analyst Ana Lai said in a statement.
“These factors are somewhat mitigated by the company’s more focused merchandising strategy, improved inventory management and adequate credit-protection measures,” Lai said.
— With contributions from Antonia Sardone