SISTERHOOD OF STRENGTH

For 20 years, Ann Taylor and LOFT have championed breast cancer research. To mark this milestone of partnership with BCRF, parent company KnitWell Group united its portfolio of eight brands for the first time—Ann Taylor, LOFT, Chico’s, Talbots, Haven Well Within, Lane Bryant, Soma, and White House Black Market for a groundbreaking BCRF campaign: the Sisterhood of Strength. Through powerful digital storytelling and in-store imagery, the campaign highlighted 20 breast cancer thrivers, showcasing the diverse faces of the disease and the unbreakable bond of resilience that connects them.

In a contemporary tactic to provide exposure to the campaign, KnitWell Group CEO Lizanne Kindler participated in a satellite media tour which resulted in:

• 681 airings


• An audience of 77K+, which included priority markets where KnitWell Group brands have flagship stores


• 321 multi-media news releases

IMPACT BY THE NUMBERS

Ann Taylor and LOFT celebrate 20 years of partnership with BCRF.

45,000 associates across eight brands, unified in supporting the Sisterhood of Strength.

20M customers engaged in fundraising through the Cares Card program online and in-store.

$6.6M+ raised in 2024