Talbots Looking To Up Its Cool Quotient

In order “to solidify its comeback and boost sales, Talbots must complete a merchandise and image overhaul aimed at attracting younger customers,” says the Wall Street Journal. So, the mega chain that was once a staple for moms (and grandmas) is channeling all of its efforts to go from ‘over the hill’ to ‘hip.’ But the brand isn’t just banking on Michelle Obama’s fanfare to turn things around. “Talbots’ fall line features trendier jeans and prints as it attempts to attract younger shoppers to its brand,” adds the WSJ.

While stills from Talbot’s FW10 look book prove subtle improvements in styles are being made, the real shift isn’t in the clothing. It’s in the styling. With jeans cuffed just so (the Sartoralist would surely approve) and unlikely combos of leather gloves and bare arms, it seems Talbots is finally catching on to what successfully revamped brands like J. Crew and Liz Claiborne (thank you, Isaac) have come to realize: styling is everything. Before you know it they’ll be throwing a belt over everything and, voila: full brand resurgence is only a few finely styled catalogs away.

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