Male Order

The Talbots Inc. (Hingham, Mass.) has unveiled its new line of men's clothing in a 24-page catalog that mailed last week for delivery starting today.

“This catalog debut will be followed by a more comprehensive product line in the spring of 2003,” said chairman, president and ceo Arnold Zetcher, “when we begin opening separate Talbots Mens stores.

“Our current plan is to open approximately six Talbots Mens stores in 2003 — three in the spring and three in the fall — six to nine stores in 2004,” Zetcher said, “and then if all goes well, to begin a serious rollout of the Talbots Mens concept in 2005.”

Talbots based its new concept on findings that over 60 percent of the people shopping in upscale men's stores are women buying clothes for men. The retailer said it expects its initial Talbots Mens customer to be primarily its current female customer. The retailer has said the new men's clothing is aimed at the male counterpart of the traditional Talbots shopper: someone typically between 35-55 years old, largely college educated, professionally employed, married and living in the suburbs.

Talbots Mens represents the retailer's sixth retail concept. Existing concepts in 869 retail stores around the country and in the U.K. include Talbots, Talbots Petites, Talbots Kids, Talbots Accessories & Shoes and Talbots Woman.