With this weekend’s kickoff of “The Summer of Loft Tour” at Coachella, Loft is trying to reel in younger shoppers and make existing ones look at the brand in a different light.
Through October, the brand will have a presence at music festivals and concerts by hosting events that play up fashion, music and culture. Loft has also recruited celebrity stylists Danielle O’Connell and Alix Gropper, who are known simply as “Danielle & Alix” to serve up “The Concert Edit.” There’s also a new advertising and social media campaign that plays up more trend-oriented styles and bestsellers like “Barrel Jeans” and the “Perfect Tank.” Through the partnerships and pop-up events, the company is “excited to introduce Loft to this new consumer and encourage them to engage with our brand,” according to Erin Landon, brand president of Loft.
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Pop-up events, product giveaways, in-store DJs, and customization stations are some of the activations that are cued up. Loft’s multicity tour will include stops at Lollapalooza, Austin City Limits and Governors Ball among other places.
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Loft’s chief marketing officer Bill Miller said the aim is to be part of the cultural conversation, by using music festivals and concerts as a springboard. Noting how Taylor Swift’s and Harry Styles’ respective tours were mother-daughter outings for many, he said the brand is trying to hook into that demographic with its refreshed assortment. Loft’s business is currently divided into equal thirds — 30 to 45, 45 to 55 and 55 and up. Loft is trying to tap into more consumers in the 28-to-35 age range, while also wooing older shoppers, who might have an outdated view of the brand, Miller said.
Along with sister companies like Ann Taylor and Talbots, Loft is part of the KnitWell Group. Miller declined to comment about Loft’s annual sales, the investment in the “Summer of Loft,” or its media buy for the initiative. The company is zeroing in on Connected TV reality shows that appeal to slightly younger consumers.
To help show shoppers Loft’s more youthful sensibility, Danielle & Alix will be on the scene Saturday offering styling tips at Kourtney Kardashian’s Camp Poosh party at Coachella. The pair will also be creating content for social media. Loft will have denim jackets that attendees can customize and other perks. “We wanted to come out of the gate big with this event. We knew that the Camp Poosh team would be a great partner to get these new eyeballs on the brand. There are about 1,000 influencers that are hand selected to attend,” Miller said.
Loft is also doing a three-day takeover at the Ace Hotel in Palm Springs, where other influencers will be milling about. The brand is offering more denim styles and on-trend items like an oversize jean jacket and barrel jeans. Shoppers will also find wide-leg pants and oversize blazers that can be worn with sneakers. The fact that some shoppers are too young to know Loft’s history could be advantageous, according to Miller. “That is part of it for sure. Something we’re experiencing — that I’m sure some other brands are, too — is we’re being seen for the first time by a new generation that doesn’t know what Loft is. They’re seeing the clothing styled by Alex & Dani in this cool way,” he said.