On National Dictionary Day, Talbots petitions Merriam-Webster to redefine “lady” to better represent the modern woman

HINGHAM, Mass., Oct. 16, 2017 -- At a time when words like “FOMO” and “bromance” are legitimized by the dictionary, Talbots is taking a stand against the current representation of the word “lady,” defined as “a woman of refinement and gentle manners.” Today, on National Dictionary Day, the classic and timeless women’s fashion brand is challenging old perceptions and demonstrating the need to redefine what it means to be a modern lady by petitioning Merriam-Webster to modernize its definition of the word through pointed social media and a cheeky video you can view here: https://youtu.be/6WJ1iOzjLL4.

Talbots is taking this stand because, in 2017, being a lady is owning what’s yours. It’s being unapologetically real, confident, fun, strong, independent and resilient. But above all, being a lady is defining what it means for you. It’s true — a recent study by Wakefield Research, commissioned by Talbots, found that the majority of women, nearly 65 percent, don’t agree with the current definition of the term.

Talbots is joining the National Dictionary Day conversation as part of its latest creative endeavor, “Because I’m a Lady.” This campaign boldly introduces a narrative of celebrating modern women through an unexpected and clever series of social videos. Talbots continually strives to give women the confidence to express their best selves — a consistent theme throughout its 70-year history, and one brought to life thoughtfully throughout the campaign.

“We set out to bring light and dimension to the ongoing conversation of what it means to be a lady today,” said Deborah Cavanagh, SVP of marketing for Talbots. “As a brand, we are challenging perceptions and social conventions, and illuminating universal themes and truths that connect with all women. Like fashion, which evolves over time, so must definitions and beliefs.”

As a company comprising 92 percent women, Talbots has been a brand by and for women, and authentically understands what it means to be a real, modern woman by promoting acceptance and celebration for women at all stages of life. Through the campaign, Talbots celebrates and appreciates women of all ages and invites women (and men) to join the brand in updating the definition of “lady” to reflect what it means today.

“At Talbots, we appreciate and celebrate women every day,” said Cavanagh. “This campaign pays homage to all of those fun, confident, funny, smart, accomplished modern women who proudly call themselves ladies. We want to prove to the world that women get better as they age, a message very few brands celebrate.”

The “Because I’m a Lady” campaign comes to life this fall in targeted placements that women are discovering and turning to for inspiration through engaging content: social media, influencers, editorial and at Talbots.com.

So we invite you and all the amazing ladies in your lives to join the conversation by following, liking, commenting on and sharing #BecauseImALady content from the official page, Talbots.com/BecauseImALady, and social channels: YouTube, Facebook, Instagram and Twitter.

About Talbots
Established in 1947, Talbots is a multichannel retailer of women’s apparel, shoes and accessories. Currently, the company operates over 500 Talbots stores throughout the United States and Canada. Its online shopping site is located at Talbots.com.

Survey Methodology
The Talbots Survey was conducted by Wakefield Research (www.wakefieldresearch.com) among 1,000 nationally representative U.S. women, ages 18 and older; 500 U.S. female executives; 1,000 U.S. moms of daughters; and 1,000 nationally representative U.S. men, between September 11 and September 18, 2017, using an email invitation and an online survey. Quotas were set to ensure reliable and accurate representation of U.S. adult women, men and moms. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. For the interviews conducted in this particular study, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points for nationally representative men, women and moms or 4.4 percentage points for female executives from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

Contact:

Meredith Paley
VP, Public Relations, Talbots
212.841.1845
[email protected]

Emily Mahlman
VP, Public Relations, MullenLowe
617.226.9935
[email protected]