Talbots
Opportunity
Drove business re-vitalization for iconic lost-leader in classic women’s apparel, after near bankruptcy and PE Acquisition. Our objective was to reclaim the heart and mind of our target consumers through new differentiated branding and marketing, elevated product quality and style, and to grow/optimize our customer file.
Approach
Led planning/delivery of new brand campaign Modern Classics — Contributed to driving record comp increases and EBITDA
Led planning/delivery of monthly marketing campaigns to support 2 product deliveries a month (or 24 a year) supported by updates to website, catalogue, visual store updates— +5% avg. monthly comps
Led planning/delivery/upgrade of digital marketing mix: website, emails, sales/flash sales, social — Visits +19%, Revenue +17%, Orders +20%, Conversion +1%
Introduced new promotional planning strategy across channels – Delivered +4 QTRs of positive comps
Negotiated/managed Talbots apparel marketing and product line partnership with Hearst/Oprah Magazine — Collection benefits Dress for Success
Results
2015 YOY Revenue Growth: Delivered record + 9% retail comp increase on Retail business and +30% EBITDA
