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T A L B O T S

T A L B O T S

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T A L B O T S

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  1. T A L B O T S O U T L E T [ Engaging Grace in the Art of Exuberant Shopping ]

  2. JASLYN MOORE Project Management Major at Wentworth Institute of Technology KATELYN TIGHE Retail Management Major, Entrepreneurship Minor at Simmons College KRISTA MINTO Communications Major, English Minor at Boston University SARA GREENLEE English and Spanish Major at Stonehill College

  3. O U R P U R P O S E. • Drive foot-traffic to Talbots Upscale store locations • Educate customers on Upscale merchandise • Create a refined outlet shopping experience • Engage new customers with the Talbots brand

  4. {Share} the Art of Exuberant Shopping.

  5. G R A C E A T T H E O U T L E T S.

  6. Based on a most recent Upscale Outlet study conducted in 2011 surveying 2,000 Talbots Upscale Outlet Shoppers who have purchased $60 or more during the past twelve months and 1,500 US Women aged 30-64 with a HHI $50k+ and have shopped a an outlet center during the past twelve months…

  7. WHERE SHE SHOPS DEMOGRAPHICS PAST 12 MONTHS SPENDING OUTLET VISITATION & SHOPPING FREQUENCY

  8. DEMOGRAPHICS 56 years, median age $132k, median income 70%, employed

  9. PAST 12 MONTHS SPENDING • Mean for outlet stores: $1,755 • Mean for annual apparel spending in the past 12 • months: $389 • Spend almost 70% more annually than US Outlet • shoppers on their total apparel

  10. Talbots Upscale Outlet customers spend almost 70% more annually than US Outlet shoppers on their total apparel.

  11. Ann Taylor Coldwater Creek Banana Republic Eddie Bauer Jones NY Ralph Lauren AT Loft J. Crew Chico’s Gap Brooks Bro WHERE SHE SHOPS

  12. OUTLET VISITATION & SHOPPING FREQUENCY • Average # of annual outlet center trips: 10 • Average # stores in total visited: 7 • Average visits to Talbots Upscale (past 12 months): 4 • Average purchases Talbots Upscale (past 12 months): 3

  13. Talbots Upscale Outlet customers shop outlet centers morefrequently than US Outlet shoppers. Q. In the past 12 months, how many trips to an outlet center did you make? Q. How many outlet stores, in total, did you visit on your most recent outlet center shopping trip? Q. In the past 12 months, how many different outlet centers did you visit?

  14. Talbots Upscale Outlet customers show strong loyalty to Talbots.

  15. Relationships with Talbots

  16. Talbots Upscale Shoppers like to {share} their shopping experience.

  17. Who did you share your most recent outlet experience with? Q. With whom did you go to the outlet center?

  18. ENGAGING GRACE IN THE ART OF EXUBERANT SHOPPING { Share } the Art of Exuberant Shopping { Share } the Things We Love with shoppers { Share } Talbots Upscale take on Classic

  19. { Share } T H E A R T O F E X U B E R A N T S H O P P I N G . 1.

  20. Host a “Ladies-Day-Out” Promotion rewarding Talbots shoppers for doing what they already do… {share} a day of shopping with the girls. The more friends, the better the promotion. { Share } T H E A R T O F E X U B E R A N T S H O P P I N G .

  21. T A C T I C S Utilize existing, loyal customers to bring in new customers Build new customer relationships to generate new sales [15% of Talbots Upscale Outlet Shoppers surveyed shop with friends, 30% with family] { Share } T H E A R T O F E X U B E R A N T S H O P P I N G .

  22. D E L I V E R A B L E S 1. Email 2. Direct Mail/Hanging Sign 3. Easel In addition to day-of goodies such as a red carpet, refreshments and sweet treats to create an exciting atmosphere in-store. { Share } T H E A R T O F E X U B E R A N T S H O P P I N G .

  23. Email { Share } T H E A R T O F E X U B E R A N T S H O P P I N G .

  24. { Share } 2. T H E T H I N G S W E L O V E.

  25. There is a trend of retailers {sharing} their inspiration and stories of their merchandise on blogs, websites and catalog, but why not in-stores where consumers are closest to the merchandise? Similar to “The Perfect 10” in core, {sharing} the things we love tells the unique story of each piece. { Share } T H E T H I N G S W E L O V E.

  26. T A C T I C S • 1. Utilize signage to: • educate Talbots shoppers on exclusive Upscale merchandise • {Share} the inspiration behind different pieces to get customers to {share} our love for the things we love. • 2. Create a connection to the merchandise to convert browsers to purchasers { Share } T H E T H I N G S W E L O V E.

  27. D E L I V E R A B L E S Large Store Sign To highlight The Things We Love Small Store Signs Labeling key pieces to {Share} their story { Share } T H E T H I N G S W E L O V E.

  28. { Share } T H E T H I N G S W E L O V E.

  29. { Share } T H E T H I N G S W E L O V E.

  30. Our Inspiration… { Share } T H E T H I N G S W E L O V E.

  31. Ultramarine. As we started to build palettes for our Spring deliveries, we were really inspired by a photo we found of a rich, deep blue hank of yarn… Which made us start thinking about dyes and pigments and how beautiful they are in their raw state.

  32. Taken from the sun-kissed isle of Capri, this crop pant transformed classic elegance of the 50’s and 60’s, as Hollywood icons Grace Kelley and Mary Tyler Moore stylishly balanced their unique flair with everyday comfort. Delicate, yet daring. Boldly feminine. The patterned crop pant is back.

  33. The Forget-Me-Not lends its delicate color to this light, summery top. Today the flower symbolizes friendship and remembrance, but centuries ago it was the favorite flower at the court of King Henry IV of England. The Forget-Me-Not is well known for its gentle blue color, a hue that is sure to make your look unforgettable.

  34. 3. { Share } U P S C A L E’ S T A K E ON C L A S S I C.

  35. The most successful brands are those that mirror a lifestyle and Talbots is known for its modern take on classics. This branding video will seamlessly integrate core values into the Upscale experience. { Share } U P S C A L E’ S T A K E ON C L A S S I C.

  36. T A C T I C S Give Talbots a presence within outlet centers to drive foot-traffic to Talbots {Share} the inspiration behind Talbots classic looks to apply core brand values to the Upscale experience { Share } U P S C A L E’ S T A K E ON C L A S S I C.

  37. D E L I V E R A B L E S Branding Video Shown on monitors throughout the outlet center Shown on a projector screen outside storefront for store opening events { Share } U P S C A L E’ S T A K E ON C L A S S I C.

  38. We know Grace. We know Grace loves our take on modern {classics}. T A L B O T S U P S C A L E should engage Grace in The Art of Exuberant shopping while providing a refined outlet experience. { Share } U P S C A L E’ S T A K E ON C L A S S I C.

  39. We believe THAT TRUE STYLE IS YOUR TRUE STORY

  40. We believe SIMPLICITY IS ALWAYS IN SEASON

  41. We believe IN THE CLASSICS