The Talbots Inc. has dug deep into its past to create a better future.
And it all begins Aug. 10, when a reinvented collection — which arrives after a year of corporate restaffing, widespread streamlining and rethinking the business — begins flowing into the company’s stores.
The classic looks the 61-year-old Hingham, Mass.-based chain has been known for are still present, but everything has been updated or, as officials prefer to say, “reinvigorated,” and in very apparent ways. The houndstooth patterns are blown up, jackets are more fitted and pants fit lower for a younger, sexier appeal. The twinsets are redefined with wraps. The flats have been jazzed up with prints and suedes, and the accessories have a richer look, with jewel tones, bigger brooches and bangles and a wealth of scarves.
Overall, it’s a more sophisticated look, replete with color, particularly the signature red that covers roughly 15 percent of the fall product.
Even the logo has been modernized to reflect the transformation.
“This really is a relaunch of a venerable brand,” said Trudy F. Sullivan, Talbots chief executive officer and president, during an interview at the retailer’s New York creative studio on Tuesday. “Dowdy is done. It’s wiped out.”
Sullivan explained that the brand DNA remains intact. “It’s not like we are trying to change what we’ve been. It’s about being reinvigorated. We are thrilled to be a Boomer brand. We’re not trying to go contemporary.”
“The most important thing to say about the brand is that it’s ageless and timeless,” added Michael Smaldone, chief creative officer. “That is the true platform we are working on.”
As far as the logo, it’s bolder, spelled out in capitalized letters, with a graceful, scripted “Established 1947” written right underneath for contrast. Previously, the logo was ascripted signature inside an oval.
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