Evangelista will wear Talbots, will you?

The new look of Talbots

Talbots Customer Profile (from talbots.com)
Customers are well-educated, active in their communities, and socially and culturally aware. They are typically Baby boomers though ageless in both style and attitude. Approximately 70% have a college education and the majority is professionally employed.

Maybe a year ago, I got an unsolicited Talbots catalog in the mail and as I flipped through the pages with one foot on the trash can lever, I found myself literally shocked to see items within its pages that I liked, actually considered buying at the time, etc.  Prior to that moment, I had always thought of Talbots as a somewhat dull, though modern in cut, high-quality-that-I-didn’t-feel-the-need-to-try-and-afford type of retailer. After finishing up with the magazine, I still threw it away, but made a mental note to keep an eye on the brand in the future as a potential investment piece go-to.

So here sits Talbots a bit of time later with somewhat struggling sales (though recently, the sales gap has narrowed) and a total re-branding with Linda Evangelista as the face.

As the images of models in Talbots catalogs transition from sized 8 and 10 40+ year old women to their younger, 2-4 sized counterparts, and the clothes from more conservative colors and details to brighter, slightly edgier Ann Taylor Loft and J.Crew-esque comparables, is Talbots forgetting about the demographic that has kept them in good business over the years? Will this targeted crowd of young professional women wander into the stores (and actually buy something) because of the rebrand?  The prior look (model Dayle Haddon)

My take is no.  I think that the average young, professional woman doesn’t know a lot about clothes—construction, where an item is made, fit, etc.—and doesn’t care to.  They typically know the gist of the quality, the price point and whether or not they like the aesthetic. Talbots has been catering to a demographic of women for years that knows what to look for in quality, is willing to pay for it, demands clothing that will fit an older vibrant woman, and is appreciative of attention to subtle, non-trendy details.  I do not think changing Talbots targeted demographic is going to stop the average height/weight younger woman (if there is such a thing) from picking up her main wardrobe components at Banana Republic and J.Crew. Doing so might even cause previously loyal customers to think twice.

That being said however, younger specialty sizes (woman and petite) and those seeking a more “covered” approach to fashion will find a HUGE selection at Talbots.  As a petite lady myself, I was just happy to see that there was an incredible selection of petite garments (many featuring sleeves, and I am a big fan of sleeves….) that didn’t look like something I would wear as a 70 year old version of myself.

So Talbots has changed some color schemes, exchanged some classic details for trendier ones, swapped models and crossed their fingers that you and I will be begging for more.  Will you be wearing Talbots?  Why or why not?