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Talbots: Neither here nor there

August 11, 2011 by Annamaria Turano — Executive Director, MCAworks

A few years ago, I had a skirt hemmed because the salesperson remarked that the original hem was “neither here nor there.”  Fortunately, the store’s in-house seamstress altered the hem length and the result was perfect.

Talbots, the ailing women’s clothing retailer, appears to be in need of some alterations. As was reported in the Wall Street Journal on August 2,  Talbots has been trying to freshen the look of its merchandise and broaden its appeal beyond its core audience of older women.

Trendy versus classic clothes and accessories were introduced, price points were pushed higher, stores were remodeled and the website and direct mail photography and feel were given a sophisticated upgrade.

Unfortunately, the WSJ pointed out that the new strategy was not successful as “it may be turning off its traditional customers while not bringing in new ones.”  

Alas, the alterations were perhaps too severe. Maybe Talbots failed to conduct enough (or the right kind) of research with its original core target to better understand why the older women were not as loyal or frequent as in years past. 

Maybe Talbots failed to recognize that their brand name might never resonate with a younger female demographic, regardless of the merchandising and marketing overhaul.  Maybe Talbots needs to figure out what it is versus what it’s not.

Although Talbots states that “We blend equal parts tradition and imagination to inspire a modern take on timeless style,” maybe Talbots needs to focus more on their “tradition” and less on the “imagination” in order to regain their footing in the competitive apparel market.

About Annamaria Turano

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