Defining the Brand

Defining the Laura Ashley Brand

Laura Ashley is the quintessential English brand. The name is synonymous with quality, creativity and individuality-a mark of timeless, relaxed living. Laura Ashley is the original lifestyle brand, known and respected throughout the world.

The brand is both classic and contemporary. Drawing on an over 50-year heritage, Laura Ashley collections are kept contemporary by refreshing the colour palette and adding new twists to traditional styles.

Positioning the Laura Ashley Brand

Laura Ashley is a relevant, aspirational lifestyle brand, providing exciting and beautiful ladies' fashion and accessories, girls' wear and home furnishings that appeal to customers across all age groups.

Lifestyle brands positioned similarly to Laura Ashley fashion include Liz Claiborne, Ann Taylor and Talbots. Laura Ashley home furnishings are positioned with lifestyle brands like Ralph Lauren, Liz Claiborne and Martha Stewart.

Laura Ashley has an astounding 92% awareness rating among the female target audience.

Six Core Brand Values

The Laura Ashley brand is:

Inspirational: able to excite

Individual: allowing self-expression and personalization

Heritage based: accessible, offering good design and realistic price

Contemporary: offering relevant, comprehensive lifestyle products

Of distinctive design: reflecting character and detail

Trustworthy: living up to the promises; showing integrity