Talbots sits in an enviable position
In world in which Vibrant Boomer women view most fashion retailers as an enemy, one brand they have continued to respect is Talbots.
Talbots started as a preppy, somewhat prissy catalog-er but evolved into a chain that understood the needs of Vibrant Boomer women, especially those who wanted tailored clothes that didn’t seem either frumpy or youth-obsessed. In our recent fashion survey, many respondents called out Talbots as a retailer that meets their expectations.
Not surprisingly, Talbots appears to be a winner among the fast-growing, bigger-spending demographic of Vibrant Boomer women. Visitors to its website skew older (41% are 50+), and with age comes education (76% have undergraduate and/or graduate degrees) and income (43% also have household income over $100,000). Given the growth in this demographic, what could be better?
Is Talbots undoing its success by chasing younger women?
In spite of this enviable customer base, Talbots has made some dramatic mistakes in the last few years. After over-paying for casual fashion retailer J.Jill in 2007 for more than $500 million, Talbots unloaded the brand last year for only $75 million. It has reined in an over-aggressive store expansion and cut costs. And it has hired merchandisers and marketers with experience in building brands that serve younger women.
When I look at Talbots’ recent print ads, catalogs and website, I wonder if the combined effect of these setbacks hasn’t left Talbots scared to embrace the market that could actually keep it growing over the next decade.
I am curious to hear what Vibrant Women and other marketers think, but when I look at Talbots today I see a brand that features only one women 50+ (longtime model Dayle Haddon, who herself reflects everything great about Vibrant Women). Otherwise, the models are young and have figures that most Vibrant Women haven’t seen in 15 years.
Is Talbots right or wrong?
I’m curious what others think about Talbots’ efforts. I’m no Vibrant Woman, but when looking through a recent Talbots catalog I find some consistency in their merchandising that could still resonate for women 50+, but I see many models who are not yet 40 and who still appear to wear sizes like 2 or 4.
Is Talbots successfully making its tried-and-true brand aspirational for women who are both over and under 50? Or is it stretching itself too thin to compete with retailers like the Limited, Ann Taylor, and Banana Republic. When I compare the merchandise on these websites, they look more alike than they should, and I wonder if Talbots is missing a distinctive chance to capture the more appealing, and faster-growing, and bigger-spending demographic of Vibrant Women over 50.
Coming up on two weeks. 1st week and a half dragged on, because of several unexpected hurdles -- one messed up prescription and one major appliance breaking, which generated 5 extra car trips. Now the time is going faster. I have set limits, though t
I agree with you. Talbots has changed. There are still one of my favorite retailers, but their style has moved to the wrong side of 40!!!
There are few of us that can claim they are still size 2 or 4, never mind 0. And some blouses and pants are definitely not for the over the 50 figure. Still I buy from them, like most of their colors and their timeless style. Hopefully someone in the firm will recognize their mistake and make it right….
I would think they would be smart enough, as all retailers should be, to know that there are plenty of women in thier 40s, 50s, 60s & 70s on up that like to dress well. They would all be wise to appeal to the large market of those who wear size 10 on up as well as showing us all models who are over the age of 20 to 25 to relate to us as well.
But the typical merchandise out there is being represented & targeted for the younger set…when will they ever learn?
I used to like Christopher Banks but as I got older it got even older and don’t even think about shopping there anymore. Heh what can I say, the Gap is where I buy all my clothes.
I have found Coldwater Creek has many, many things geared to my age bracket. And, to my delight, they carry slacks and jeans that actually come to the waist. I think the retail market is basically focused on the younger market. I’ve felt for years that we are becoming the invisible generation – the sandwich generation – whatever. But, last time I looked = we come in great numbers. It would be wise for all manufacturers to take a closer look at the market (us) that they are overlooking. I haven’t shopped at Talbots quite awhile – but used to depend on them for my work wardrobe. They are a little on the pricey end of my comfort range for casual wear, so I don’t tend to go there unless I’m looking for something more upscale.
Interesting post. Thinking about it, Talbots used to be my “go to” store, one that I could always find a quality outfit and dependable fit. The last few years I have shopped Talbots less and less. My new favorites are Chico’s, J.Jill and, more recently, Nordstrom.
I agree that Talbots may be missing the boat marketing to younger, smaller women.
I agree that Talbots is changing. And I miss the black and red logo and bags …. I always loved their semi-annual sales and the outlet prices on the web. But the clothes are just not the same. I thought I was the only one who thought this …
Frankly, their clothes have always been too prissy for me…..the ladies who work in our local store are very snooty and condescending, and all their stuff is overpriced…..I would much rather shop at a SteinMart, Chico’s, Marshalls type stores….I have only shopped there once or twice because I just didn’t find the store shopper friendly in any avenue, so I guess that is a big IDC for me….
Have been shopping at Talbot forever. Their clothes were not so great in the past few years, but they are definitely improving. Take a good look at their latest catalogs. Yes, older models would be nice, but as long as the clothese fit and look great, I’m ok.
I’m 53, and have shopped Talbots since the mid-80s. I’m devoted to the brand because it features a good selection of quality petite clothing. Just about all my clothing is purchased there, but lately I’ve had a tough time finding styles to my liking. Just came back from the July Fourth sale- and bought nada- a first! Lots and lots of solid color Ts and shirts- come on, people! If you’ve been a loyal Talbots customer, you already have a wealth of these types of tops in your closet. Add more patterned items, please. Talbots used to carry a wide variety of patterned knit tops and cardis. While there were some in the store, they were not marked down. I have lucked up on some of Talbots’ closeout items from last season at TJ Maxx, but that’s no way to keep the customer base happy. I shudder at shopping at Macy’s and other department stores because the quality is not the same, but if I can’t find what I want, I will move to other shopping venues.
Just visited Talbot’s with my sister in law who is looking for clothes that cover “business” needs but can do double (or triple?) duty for a full time wife, mom, grandmother, church lady, and consulting quality control auditor. Really a frustrating experience for her since she’s an extremely conservative dresser, “gone menopausal” like most of us who used to have waists, and not a lover of clothes shopping. We saw lots of ruffles (they sort of look like bibs, you know?) and sleeveless sheaths – I don’t know if Talbot’s are aiming for younger women or women who look younger, but either way – there are a whole lot of women “of a certain age” who are shut out and don’t know where to go. -So much that’s on the racks is so drapey and long…as if people want to go around looking like they are wearing night gowns? Sheesh!
Yes! Talbots is trying to be a more mature version of J Crew, it seems to me, targeting the mid-20′s to 40-something crowd; however, J Crew carries much better quality clothing and has better designs. Talbots used to carry gorgeous, quality clothing, with cute designs that you couldn’t find anywhere else. Now it’s all cookie cutter stuff that doesn’t fit right. The fabrics are cheap, and the chintzy but pricey made-in-China jewelry stinks (literally).
I agree: Talbots definitely filled a niche and they have truly dumped us. I am not ready for the Tog Shop or Appleseeds, thank you very much. Give us back the old Talbots! Oh, I actually saw some Talbots no-iron blouses (Liz Claiborne made the best no-iron blouses, btw) on a rack at MARSHALL’S. I couldn’t believe it. Never thought I’d see the day.
America has become a nation of slobs; we’re so used to velour running suits and sweat pants and t-shirts worn with athletic shoes to shop in/live in, that seeing TALBOTS lady-like fashions is, at first, difficult to comprehend. The new Chief Creative Officer at Talbots, Michael Smaldone, is doing an excellent job of refining and redefining the TALBOTS clothing line to be more in line with the classic 50′s and 40′s styles (go on their website under Pearls-of-Wisdom and view the very first video) that are lady-like and something we haven’t seen in over 20 years, thanks to that HORRIBLE fashion statement from Seattle, “grunge.” He and his staff most assuredly ARE capturing the Vibrant Women over 50. Capturing over 50 doesn’t have to mean dowdy or frumpy. I think Mr. Reily is either too young to know what I am talking about or he is not paying attention. For example, TALBOTS’ pants have been reworked, at customers’ requests, and they feature trousers that actually fasten at the waist – something that Marlene Dietrich or Audrey Hepburn or Katherine Hepburn would have worn! Amazing. Does anyone ever get tired of looking at overweight women with below-naval pants that display a “muffin top” silhouette? Or thin women that have pants slung so low on their hips, leaving nothing to the imagination????? YUK! So 60′s! Talbots quality of clothes are far superior to J. Crew (All their clothes are made in China, by the way, except for some of their shoes, which are made in Italy. And their jewelry is so junky and cheap looking.) who, in their catalog, try to fit every bit of clothing they might have on hand on one, heroin-addict-looking-model, and it appears they grabbed whatever was nearby and threw it on - ugly leather belts cutting ethereal crepe wedding dresses in half at the waist or socks with high heels with business suits sporting a long-sleeve t-shirt underneath an oxford shirt…….what is their staff smoking, anyway? Ugly. It’s just ugly. And their clothing is cut to fit a 12-year old boy. J. Crew is a clothing entity that has most definitely deteriorated over the past 6-7 years and now caters to an audience way under 30. I think TALBOTS has done a remarkable job of maturing and transforming and bringing back CLASS with added creative style to their clothing. As far as models wearing size 2′s and 4′s………TALBOTS sells clothing up to size 20 and have a WOMEN’S section geared to a fuller figure….so all the carping on this blog about the models and small sizes don’t make sense. They sell larger sizes! I give TALBOTS two thumbs up. I think they’ve done a great job in a very competitive market. The key word for TALBOTS? CLASS. Something we’ve lost.