The Talbots shopper of the 1990s looks more like Hillary Rodham Clinton than Barbara Bush. At least that’s one implication of a $13 million makeover unveiled last week by the Hingham, Mass.-based retail and catalog company.
Today’s Talbots shopper is an active, busy woman who wants to look stylish without working at it, said Talbots senior vice president Mary Pasciucco.
The integrated campaign, created by Arnold Communications in Boston, includes magazine and newspaper ads, in-store events and a redesigned fall catalog.
The most dramatic change from prior ads was photographing Talbots-clad models with family and in business and social settings.
The tagline, rewritten from “Talbots is a classic” to “It’s a classic,” is less formal and more approachable. A redesigned logo incorporates the brass nameplate found on Talbots stores’ signature red doors. -Judy Warner