Print advertising alone is budgeted at $13 million.
The campaign, from Arnold Communications, Boston, is breaking in September magazines and newspapers in key markets. Direct mail will be sent to more than 50 million customers and prospects; outdoor advertising will be used in New York City.
Print ads focus on various aspects of women's lives and lifestyles, offering Talbots as the solution to the question of what to wear. One ad reads: "Classics is for people into wild and crazy things (like, life)," with the new tagline, "Talbots. It's a classic."
"This campaign redefines classic for the '90s and positions us as the classics for the '90s," said Mary Pasciucco, senior VP-catalog development and advertising at Talbots. "We have a very strong brand position and a very loyal customer. We can appeal to her on a lot of different levels."
The company saw sales hit the $1 billion mark in 1996, with 18% of that generated through catalog sales. The campaign includes a fall catalog with images from the advertising interspersed inside.