Whom You Know: FASHION ALERT: EXCLUSIVE INTERVIEW WITH MICHAEL SMALDONE, CHIEF CREATIVE OFFICER OF TALBOTS! WHOM YOU KNOW JUST LOVES TALBOT'S!

Thursday, June 3, 2010

FASHION ALERT: EXCLUSIVE INTERVIEW WITH MICHAEL SMALDONE, CHIEF CREATIVE OFFICER OF TALBOTS! WHOM YOU KNOW JUST LOVES TALBOT'S!

Michael Smaldone is the Chief Creative Officer of Talbots. This newly created roll is responsible for the architecture of the Talbots’ brand through design, store concepts, marketing and the brand’s positioning in the United States and Canada. He leads an organizational re-design to optimize design, merchandising, product development and marketing while ensuring consistent execution of new brand platform. Additionally, Smaldone oversees the re-design of the direct business in both catalog and internet while positioning the brand to leverage its unique attributes and focus on the core consumer. He is responsible for driving all creative strategies and ensuring commercial viability of a true multi-channel business. Talbots operates 600 retail stores, catalog and ecommerce. Before Talbots, he served as Senior Vice President of Design at Ann Taylor and previously held top design roles at Anne Klein, Elie Tahari and Banana Republic.

We love what he has done!
We love the Serana Espadrille:
http://www.whomyouknow.com/2010/06/striped-ribbon-espadrilles-by-talbots.html
We love the raincoat:
http://www.whomyouknow.com/2010/04/twill-trench-by-talbots-is-perfect-for.html

We love the shoes:
http://www.whomyouknow.com/2010/03/peachy-ahoy-take-cover-off-your-yacht.html

http://www.whomyouknow.com/2010/04/be-golden-from-your-head-to-your-toes.html

Whom You Know is pleased to present our first interview in Fashion Alert, and we are so happy it is with Michael Smaldone of Talbots. Peachy Deegan interviewed Michael Smaldone for Whom You Know.

Peachy Deegan: What are the top 5 essential summer items women in Manhattan need from Talbots this summer and what do you like most about them?

Michael Smaldone: Our espadrilles are colorful and a perfect accessory to brighten a summer outfit. The Talbots Miraclesuit® bathing suits with the Miratex® fabric are slimming and help for those days when you dread putting on a bathing suit. Our Floral Eyelet tunics come in an array of vibrant colors, any of our chunky chain necklaces can dress up a summer sheath, The Talbots Ruffled blouses come in an array of colors and patterns and are feminine and perfect with a pencil skirt or even a pair of shorts.

What are the keys to success in reinvigorating a fashion brand?

To stay relevant, stay in touch with your customers and listen to what they have to say – their likes and dislikes. Know your target customer – their age, and their style.

We really love the Viridian Green that Talbots showcases. We find it unique that you feature green so prevalently and we commend you in doing so! What inspired this current color?

We love color! Green is actually a personal favorite of mine so I incorporated it into the Spring and Summer collections.

When you began at Talbots in December 2008, what were your immediate and long term goals and at what stage are you now in reaching each?

My longterm goal was to make Talbots an even more successful women’s sportswear brand for our target customer – which is 40 and over. Now as we proceed in our brand turn around we are all working diligently to change the design aesthetic. The collections have improved, I redesigned the Talbots logo, our monthly catalogs look chic and beautiful and our new website that launched a year ago really exemplifies how the brand has changed. My goal is to get our collections ‘right’ first and then renovate our store environment second!

Which designers historically have impacted you and how?

All of the classic American designers were very inspirational. Such as Claire McCardell, Halston, Perry Ellis and Anne Klein. They were all influential!

How do you believe you impacted each of the following brands and how: Ann Taylor, Anne Klein, and Elie Tahari?

Elie Tahari hired me to assist the brand in moving out of being known only for suiting and move them into the more contemporary sportswear marketplace. Ann Taylor at the time was going through a brand turnaround and I was hired to make the brand more relevant and contemporary. I went to work for Anne Klein because while I was studying fashion, Anne Klein had always been a brand that I admired. Working there was a personal goal of mine and my job at that time was to bring the heritage back into the brand. At Anne Klein I also had the opportunity to do fashion shows which was an amazing experience.

For our readers that are international, when they travel to the United States to shop, what should they know about Talbots?

They should know that Talbots is an American sportswear brand that was established in 1947. Our devoted customer will find that Talbots is no longer about ordinary basics, but truly extraordinary classics. Our new customer will quickly discover that Talbots has evolved. She will find colorful sheath dresses, a smart white shirt, a sophisticated satin trench coat –- legacy items re-imagined in new ways. Talbots celebrates its heritage by putting a modern twist on the traditional.With a diverse size offering and a truly democratic fit, Talbots believes in “Every Woman. Every Size.”

What or who has had the most influence on your pursuit of excellence?

My mother and my sister were both very influential. I grew up in a small town called Geneva, New York. My mother was very fashionable and my sister was a rebel in the way that she wore her glitter eye-shadow and mini skirts. I thought both my mother and my sister were stylish and interesting. Enamored by the way they dressed and how they stood out in our small town was what started my love for fashion.

What would you like to do professionally that you have not yet had the opportunity to do?

Would love to be a sculptor. I love working with the human form which is one of the reasons why I like to fit clothing.

What honors and awards have you received in your profession?

Becoming a member of the CFDA

Who do you think the best dressed women in Manhattan are?

Aerin Lauder, Ahn Duong

How would you like to be contacted by Whom You Know readers?

Through Meredith Paley – meredith.paley@talbots.com

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