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Talbots Inc. will boost its direct marketing and web efforts for Talbots and J. Jill brands after dumping TV and national print advertising.
To enhance its multichannel marketing efforts the clothing retailer will spend $6 million to mail an extra 21 million catalogs in 2008 for both brands. Talbots, according to DM News, now mails approximately 127 million catalogs annually and J. Jill mails 78 million. J. Jill catalog penetration will increase in areas with a nearby retail store to build awareness for both retail and direct businesses.
As the company has pulled advertising from television and national print, web marketing spending will increase and both brands’ websites will get overhauls. Talbots recently exited its children’s and men’s lines of business.
The efforts are part of a turnaround plan that includes a stronger emphasis on accessories, an expanded line for larger women, and an entry into the premium outlet arena, writes the Boston Globe. With the new plans, the retailer is hoping to halt six years of falling profit.
The company expects to post a loss in the range of 7 to 17 cents per share in fiscal 2008, with revenue likely to grow 3 percent. Same store sales are expected to fall 1 percent at Talbots and rise 1 percent at J. Jill, according to Reuters.
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