Loft originally started out as a more affordable extension of the career women’s brand Ann Taylor, but a revamp in 2009 saw the label drop the “Ann Taylor” from its name. The move towards establishing a distinct identity is also apparent in the merchandise, which is much more casual and seems geared to a younger, hipper consumer than the typical Ann Taylor shopper. The price points at the Yorkdale location—the brand’s first store outside the U.S.—are also friendly to a younger buyer, with the overwhelming majority of the clothing and accessories priced at under $100.
The large space at Yorkdale Mall contains a full complement of work-appropriate dresses and blazers as well as weekend wear, party clothes, pyjamas, loungewear and accessories. An extensive section at the back houses the label’s popular petites collection, which will come as a relief to Canadians five-foot-four and under who previously had to travel south of the border to get their small-size fix. Even the trip to Yorkdale may one day no longer be necessary; given that Loft is thriving, we wouldn’t be surprised to hear expansion announcements in the coming months.
Loft, Yorkdale Shopping Centre, 3401 Dufferin St., 647-352-1123, loft.ca.