It's impossible to ignore the stellar names listed in bold on Theory's store window's right now: Andrea Lieberman, Tina Chai, Leslie Fremar, Kate Young, Annabel Tollman, etc.
They're part of Theory's "Fashion Insider" initiative, in which they've hired 17 stylists (including, inexplicably, Derek Blasberg) to take their classic SS10 collection and make it look both hip and fashion forward---it's working, I want all of this.
Meanwhile, Ann Taylor's hired four stylists (two of whom overlap with Theory's program) for their "Style Studio." It's similar; they've asked a few top stylists to make their LOFT collection look ten times cooler. We don't know how LOFT has worked their stylists into their retail stores, but Theory's Meatpacking District location has organized their racks by each A-list stylist (their collective clients include Maggie Gyllenhaal, Scarlett Johansson, Madonna, Amanda Peet and Michelle Williams) which makes it both easy and attractive to shop.
These women have an extraordinary eye, but will they make you shop at stores you've ignored until now? If it works, we see brands like Land's End and Gap following suit. Imagine what it would've done for Gap if they'd plastered Phoebe Philo's name all over the place instead of keeping her quietly behind the scenes.