Talbots Pins Hopes on Ads: Arnold to Reposition Clothier in Major Print Effort

BOSTON-Looking to stem a two-year slide in sales, Talbots this week will unveil a national print campaign, the “largest and most comprehensive” effort in its 50-year history.
The Hingham, Mass.- based retail and catalog company is looking to restate its classic style, according to Talbots spokesperson Margie Brandfon.
The campaign, created by Arnold Communications, marks a return in focus for Talbots to its core customers, 35-55-year-old professional women, Brandfon said.
A disastrous change of focus earlier this year to more casual clothes targeting younger consumers caused Talbots’ sales and stock to slump.