Talbots unveils new Web platform powered by ATG

Hingham, Mass. The Talbots on Thursday unveiled the re-launch of its Web site with new functionality, features and personalization designed to align its online shopping experience with in-store product offerings and catalog customer service.

According to the retailer, the updated site will improve the online shopping experience, with features including “shop by outfit.” The site also includes new sections such as “Pearls of Wisdom,” which offers fashion advice on the latest styles and Talbots collections, and “Style Advisor,” Talbots personal shopping service.

“Our new Web site is designed to provide functionality that informs, inspires and helps our customer shop,” said Lori Wagner, CMO of Talbots. “Talbots has always prided itself on exceptional customer service, and we felt it was necessary to extend that service online. The platform further allows us to deliver targeted promotions and recommendations on timely, relevant products to our customers.”

In related news, Talbots also announced that it has launched a new pant fit initiative that is debuting Thursday chainwide, online and in its September catalog. The initiative features three different pant fits, inspired by Katharine Hepburn and Grace Kelly.

To promote the program, Talbots said it will give a $5 savings card to any shopper who tries on a pair of pants at any Talbots store with an in-store fit expert.

Talbots updated Web site is powered by Art Technology Group, provider of e-commerce software and platform neutral optimization services.