t a l b o t s
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T A L B O T S
[ Engaging Grace in the Art of Exuberant Shopping ]
O U T L E T
JASLYN MOOREProject Management Major at Wentworth Institute of Technology
KATELYN TIGHERetail Management Major, Entrepreneurship Minor at Simmons College
KRISTA MINTOCommunications Major, English Minor at Boston University
SARA GREENLEEEnglish and Spanish Major at Stonehill College
O U R P U R P O S E.
1. Drive foot-traffic to Talbots Upscale store locations
2. Educate customers on Upscale merchandise
3. Create a refined outlet shopping experience
4. Engage new customers with the Talbots brand
{Share} the Art of Exuberant Shopping.
G R A C E A T T H E O U T L E T S.
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…
DEMOGRAPHICS
PAST 12 MONTHS SPENDING
WHERE SHE SHOPS
OUTLET VISITATION & SHOPPING FREQUENCY
56 years, median age
$132k, median income
70%, employed
DEMOGRAPHICS
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
PAST 12 MONTHS SPENDING
Q. In the past 12 months, approximately how much in total did you spend on clothing for yourself?
Talbots Upscale Outlet customers spend almost 70% more annually than US Outlet shoppers on their total apparel.
$1 - $250
$251 - $500
$501 - $1,000
$1,001 -
$1,500
$1,501 -
$2,000
$2,001 -
$2,500
$2,501 -
$3,000
Over $3,000
0
0.05
0.1
0.15
0.2
0.25
0.3
1%
8%
24%
17% 16%
9% 8%
16%16%
24%26%
13%
8%
5%3%
7%
Total Apparel Spending Past 12 Months
11 Talbots Upscale Customer 11 US Outlet Shoppers
Ann TaylorColdwater CreekBanana RepublicEddie BauerJones NY
Ralph Lauren AT LoftJ. CrewChico’sGapBrooks Bro
WHERE SHE SHOPS
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
OUTLET VISITATION & SHOPPING FREQUENCY
Talbots Upscale Outlet customers shop outlet centers morefrequently than US Outlet shoppers.
Average # different outlet center visited
Average # stores in total visited
Average # annual outlet center trips
3
7
10
3
7
8
11 US Outlet Shoppers11 Talbots Upscale Customer
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?
Talbots Upscale Outlet customers show strong loyalty to Talbots.
2011Talbots
Upscale Outlet
2010TalbotsUpscale Outlet
2010Core
Customers
Visiting and Purchasing at Talbots Upscale Outlet
AVG Visits to Talbots Upscale/Core (past 12 mo) 4 4.2 14
AVG Purchases Talbots Upscale /Core (past 12 months) 3 3.5 10
CONVERSION RATE 75% 83% 71%
Net Promoter Score (NPS) +34% +27% +53%
Very Likely to Buy from Talbots next 3 mo. (Top 3) 49% 48% 76%
Receive Talbots Catalog 84% 95% 94%
Visited Talbots Website 94% 95% 93%
Talbots Tenure
Less than 1 year 1% 1% 3%
1 to under 3 years 8% 5% 8%
3 to under 5 years 8% 7% 9%
5 to under 10 years 16% 18% 18%
10 to under 20 years 31% 36% 35%
20 years plus 35% 33% 26%
Mean Years 14 yrs. 14 yrs. 13 yrs.
Relationships with Talbots
Talbots Upscale Shoppers like to
{share} their shopping experience.
Who did you share your most recent outlet experience with?
With friends
With spouse/significant other
With family members
By myself
15%
22%
30%
32%
17%
30%
30%
22%
11 US Outlet Shoppers11 Talbots Upscale Customer
Q. With whom did you go to the outlet center?
1. { Share } the Art of Exuberant Shopping2. { Share } the Things We Love with
shoppers3. { Share } Talbots Upscale take on
Classic
ENGAGING GRACE IN THE ART OF EXUBERANT SHOPPING
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 .
{ Share }
1.
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.
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 .
{ Share }
T A C T I C S
1. Utilize existing, loyal customers to bring in new customers
2. Build new customer relationships to generate new sales
[15% of Talbots Upscale Outlet Shoppers surveyed shop with friends, 30% with family]
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 .
{ Share }
D E L I V E R A B L E S
1. Email 2. Direct Mail/Hanging Sign 3. Easel
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 .
{ Share }
In addition to day-of goodies such as a red carpet, refreshments and sweet treats to create an exciting atmosphere in-store.
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 .
{ Share }
T H E T H I N G S W E L O V E.
{ Share }
2.
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.
T H E T H I N G S W E L O V E.
{ Share }
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
T H E T H I N G S W E L O V E.
{ Share }
D E L I V E R A B L E S
1. Large Store Sign
To highlight The Things We Love
2. Small Store Signs
Labeling key pieces to {Share} their story
T H E T H I N G S W E L O V E.
{ Share }
T H E T H I N G S W E L O V E.
{ Share }
T H E T H I N G S W E L O V E.
{ Share }
T H E T H I N G S W E L O V E.
{ Share }
Our Inspiration…
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.
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.
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.
{ Share }
U P S C A L E’ S T A K E ON C L A S S I C.
3.
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.
U P S C A L E’ S T A K E ON C L A S S I C.
{ Share }
T A C T I C S
1. Give Talbots a presence within outlet centers to drive foot-traffic to Talbots
2. {Share} the inspiration behind Talbots classic looks to apply core brand values to the Upscale experience
U P S C A L E’ S T A K E ON C L A S S I C.
{ Share }
D E L I V E R A B L E S
1. Branding Video
Shown on monitors throughout the outlet center
Shown on a projector screen outside storefront for store opening events
U P S C A L E’ S T A K E ON C L A S S I C.
{ Share }
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.
U P S C A L E’ S T A K E ON C L A S S I C.
{ Share }
We believeTHATTRUE STYLEIS YOURTRUE STORY
We believeSIMPLICITY IS ALWAYS IN SEASON
We believeIN THE CLASSICS
C O M E S E E
O U R T A K E O N C L A S S I C .
T A L B O T S
[ Engaging Grace in the Art of Exuberant Shopping ]
O U T L E T
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