But she's going to let her hair down when she puts on a pair of boyfriend jeans over the weekend. The Loft woman is probably employed and wants to feel pretty enough - albeit appropriate - when she goes to happy hour. Or maybe she's just preternaturally cool, and doesn't care what anyone thinks. Maybe she’s too busy having fun with her friends to notice or care what he’s thinking. Maybe she doesn't need trends or sex to lure a man the Loft woman lures a man with her mind (or her really good listening skills). Maybe she's married (or in a serious relationship), has put on a few pounds since, but has not let herself go completely. Who knows why the Loft girl isn't concerned with the criticism of others. As Horowitz said in an interview with Business Insider, "we don’t take ourselves too seriously." In part, this is because the Loft girl is not concerned about impressing anybody. Horowitz says her job is just "amplifying the love." Crew.īut it's still not nearly as buttoned-up as its older sister, Ann Taylor. Loft's senior vice president of marketing, Michelle Horowitz, describes the Loft girl as "optimistic." Perhaps most importantly, the Loft girl was one very significant trait: She loves Loft. It's not for preppy fashionistas (with money to burn) like J. It's inexpensive, but it's still not as cheap as a Forever 21 or H&M. It's historically uncool, and it falls in the traditional "mall store" category, many of which are not faring particularly well right now. Loft is not quite in the fast-fashion category, although if you wait a few weeks, that $98 dress will be on sale, just as soon as a new dress gets shipped in it operates on a highly promotional basis. Still, for many, it's far from aspirational. It's secure - something women may not be excited to proclaim they want, but probably do want in some sense. "This is what I would wear if I had a job in an office,” I thought. At the time, I was working freelance from home and didn’t have to worry about putting on (workplace appropriate, professional) clothes every day. This goes back to the first time I ever stepped inside a Loft store. Account icon An icon in the shape of a person's head and shoulders.
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