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Women may be less finicky than teens in terms of following trends, but they franchises are loyal customers. When shops fail to deliver, it's hard to bring these women back. For Talbots and J. Jill, which have long served older women, the challenges will be to bring in new customers as rivals crowd the market, and franchises to adapt to the changing tastes of this generation. Teamed up, the two South Shore companies would have 1,283 stores and an annual revenue of about $2.3 billion. The acquisition franchises represents Talbots' first since it opened in 1947. If the deal is approved, the combined companies would overtake Ann Taylor, which had about $2 billion in sales last year, and widen their lead over Chico's, which had about $1.4 billion in sales last year, according to analysts. To accommodate the evolving tastes of women over 35, stores like Talbots say they must delicately introduce fashionable merchandise without turning off core customers who depend on them for classic styles.
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