After many months of negotiations, Talbots has become the latest victim/beneficiary of a $193M takeover. This is good news for a brand that needs to match the takeover with a makeover.
Today’s Talbots catalog lacks excitement and energy. See the fossilized images below.
My mother shops at Talbots and she’s in her 70s. Late 70s. That’s not exactly a recipe for success (no offense mom). On the upside, even preppy and conservative can look cool these days. Just look at what Bill Cunningham snaps for the New York Times. Enough said.
If I were running Talbots I would reshape them based on an inspiration of looking like the cool mom of the J.Crew store. Over the past couple of years, J.Crew has updated the classic preppy and conservative with a fun, minimalist and modern vibe that comes to life in the displays and merchandise selection. They have made preppy aspirational again.
Let’s be honest, we’ll always have the prepsters with us. They will always read the Preppy Handbook.
But they are growing up and need a store that will grow with them. Talbots should definitely take a look at this as an opportunity for where to take the brand and store experience.