SAN FRANCISCO -- Shares of Talbots ( TLB) were ripped Wednesday after the women's apparel chain admitted to more sales missteps and offered yet another bleak outlook for the year. The shortfall is just the latest for women's clothing retailers that are struggling to find the right merchandise to attract the ever-growing baby-boomer segment. Talbots, in particular, has been grappling with weaker-than-expected results all year amid blunders in its promotional strategy and merchandise offerings. The Hingham, Mass.-based company admitted Wednesday that a midseason sales event did little to attract customers to its stores, while merchandise missed the mark. Talbots said total sales for the fall season are expected to be $65 million to $75 million less than what it predicted in August, when Chief Executive Trudy Sullivan speculated that September and October would top the sluggish sales seen in the spring and summer. Same-store sales, or sales at stores open at least a year, are now expected to drop by the mid- to high-single-digit percentage. Previously, Talbots had forecast flat same-store sales. For the six-month period ending Feb. 2, the company now anticipates a loss of 25 cents to 35 cents a share, including about 16 cents in charges. That's a dramatic reversal from Talbots' prediction in August for a profit of 42 cents to 48 cents a share, with 8 cents to 10 cents in charges. Shares of Talbots recently were down $1.26, or 8.2%, to $14.03, hitting a 52-week low.