HINGHAM, MA-Women's apparel chain Talbots Inc. has hired “aleading global business consulting firm” to assist the company witha strategic review of its brand positioning. Talbots operates twochains, its namesake concept, with 1,141 units, and the 257-storeJ. Jill. Both target women older than 35.

Working with the unnamed firm will help Talbots “keep our brandrelevant, fresh and consistent,” says Trudy F. Sullivan, theretailer's recently appointed president and CEO. “The company ismoving forward to develop a comprehensive strategic plan to drivesustainable profitable growth and enhance the performance of ourbusiness, and the outcome of this study will be a key element ofthat plan,” she continues.

During Talbots' most recent quarter, which ended Aug. 22, thecompany reported a $13.3-million net loss. Same-store salesdeclined 4.8% year over year at both chains during the period,falling 4.9% at Talbots and 4.3% at J. Jill. Executives predictedat the time that same-store sales would come in flat during thesecond half of the year.