Like any other retailer or brand, Loft has a label attached to it--no pun intended. It carries a stereotype, assumption, or some other predetermined notion that others group with it and its shoppers even without knowing much else. For example, Urban Outfitters would be the edgy, expensive retailer that reaches a "hipster" crowd, while Abercrombie and Hollister are overpriced cookie-cutter fashions that tweens are infatuated with. Loft's label? Loft is simple and classy workwear, also known as trousers, trousers, and more trousers. Loft is the classic "mom" label.
I would by lying if I said that I did not hold these notions as part of Loft until my employment with the company. However, soon after working for Loft, I faced a complete 360 flip in my opinion. Sure, Loft houses lots of trousers and basic "mom" wear, but the company is much, much more than that.
So when asked my favorite thing about the brand, I answer with an unusual answer coming from someone whom used to buy into the stereotype. My favorite thing about Loft as a brand is the versatility in style and clientele. Sure, some of the fashions may be pretty straightforward and basic--but not all of them. And even the simpler ones, I find clients trying on or coming in styling them in a beautifully unique way.
As a Design and Merchandising major, many of my classes have touched about fashion versus style. Fashion is what you purchase, what is sold, the clothing itself, while style is what you do with it. You may be fashionable without being stylish; the clothes wear you. Or you may be stylish without being fashionable. A great example of this in popular culture would be Lady Gaga or Katy Perry. Their way of dressing is not based on fashion or the latest designs. However, they have their own unique method of style that makes them individuals.
Going back to Loft, this company is exemplary at providing fashion that indirectly provides style. The fashions Loft sells have great range without looking like a smorgasbord of clothing thrown under one label. We sell everyday $10 tees and tanks to your basic workwear, as well as a more out-of-the-box refined line we've named "New Dress Code." Loft also recently launched a line under their name last fall called "Lou & Grey." Lou & Grey is a refined casual line that helps its users look put together, not lazy, while also at comfort. This line includes leggings, parachute pants, tees, dresses, and more. It did not take long to become my favorite section of the store as it has a bit more edge in its designs. With all of these options said, it is no wonder that the women that come into Loft are multiple generations, demographics, and races. My latest inspiration came from a Muslim woman who came in wearing one of our dresses paired with tan pants, her traditional headscarf with a glam headband slid over, and a statement necklace. She was the best example of style that I have seen come through our doors. The dress with pants did not look sloppy or like it should not have been together, something I never would have even thought to attempt. I especially love that she dressed for her culture and religion while also dressing for her passion of style. This woman clearly had an individual style that made her shine, inside and out, all while wearing Loft that was never showed styled that way in ads or on mannequins.
Lately, I have been finding myself more and more pleasantly surprised at finding inspiration from our clients. They prove to be a wonderful example of style that embodies what a Loft woman really is--a perfect balance of work and play while still looking at ease, put together, and unique.
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