M  A  R  K  E  T  I  N  G

"Ads, catalog visuals, store windows – they all work synergistically to strengthen the brand and reach new customers."

            — ANDREA MCKENNA - SENIOR VICE PRESIDENT, MARKETING & CATALOG DEVELOPMENT

 

 

FOR YEARS, THE TALBOTS CATALOG was the primary marketing vehicle for our company. But in fiscal year 2000, Talbots embarked on a highly successful – and highly integrated – marketing program that has strengthened awareness of the Talbots brand and brought us many new customers.

The program began with ads in national fashion and lifestyle magazines, including Vogue, In Style, and Gourmet. Then we added our national newspaper ads, each one timed to coincide with an event, such as Election Day. National network television commercials – another first for Talbots – have appeared on popular morning programs and prime-time evening shows. We’ve even pursued outdoor advertising and lifestyle-driven opportunities, such as our sponsorship of "Money for Women" segments on NBC’s Today Show.

But what’s most noteworthy is how we have integrated all our marketing activities – including advertising, catalogs, e-mails, direct mail, even store windows – to support the key merchandising themes of each season and reinforce Talbots branding and positioning. This synergy – the result of a partnership among Talbots Marketing, Stores, Catalog and Merchandising organizations – ensures that all marketing activities reinforce and support each other to deliver far greater impact.

Their biggest impact is to let our customers – and prospective customers – know how much we care about them and understand their busy lifestyle. Because at Talbots, we know that we’re not just selling clothing and accessories – we’re also selling a special relationship of loyalty and caring that few merchants and their customers enjoy.