Talbots recently leveraged customer relationships to create a program that had event hostesses (top Talbots’ customers) preaching the highlights of the brand’s latest collection to friends.
The organized events were inspired by its company’s founder and one-time hostess Nancy Talbots and the brand took care of the invites food beverages and all the finer details. The hostesses simply had to invite all their friends to attend.
The brand threw 10 events in September followed by 67 in October and the program culminated in 550 simultaneous hostess events at stores nationwide to kick off the holiday season. For the first 12 events Talbots brought on Dayle Haddon the author of The Five Principles of Ageless Living: A Woman’s Guide to Lifelong Health Beauty and Well-Being. Haddon chatted up the women and gave them beauty and fashion tips.
“We have been in business for more than 60 years and we have these unbelievable dedicated women who talk about the first time they ever shopped at Talbots 30 years ago ” says Meredith Paley vp-public relations at Talbots which headed the program.
The goal of the events was to show off Talbots’ newest collection and updated look. Talbots spread word of the event with email blasts to its store and catalogue customers as well as word of mouth via guest hostesses and friends.
The brand plans to throw new versions of the hostess events in the spring.Photo courtesy: Mike Mozart