Ann Taylor is entering the fray of attracting women in this agecategory after other chains have launched concepts targeting thesame age group. Some have failed. Gap Inc. rolled out a conceptcalled Forth & Towne in 2005 that executives promised at thetime would have a significant market demand, but the company shutdown the 19-unit chain earlier this year.

But when asked by analysts, Krill would not specify about hercompany's new concept or how competitors have fared. "I'm not goingto get into that conversation," she says.

News of the new chain comes as the retailer's second-quartersame-store sales fell 6.2% year over year. At its 350-store AnnTaylor chain, comps dropped 3.4%, while the 460-unit Ann TaylorLoft posted a 10% plunge.

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