Loft brand personality and target

From this brand personality model, the LOFT consumer is youthful (regardless of her age) and down to earth. Loft is a fun brand, offering versatile, accessible and affordable fashion that expresses a feminine appeal. The LOFT consumer if connected 24/7 to their family, friends and popular culture.

Net sales from the Annual report 2011 show that there was growth in sales from the previous year, proving that their initiatives from the year before had successfully worked.