When I was tapped as part of a turnaround team for Chico’s, my goal was to reposition the brand to embrace its origins in art, while elevating product and marketing efforts to create an aspirational brand—underscoring the CHIC in Chico’s.
BEFORE
PRODUCT SAMENESS; NOT MODERN
AFTER
ELEVATED, ARTFUL PRODUCT RANGE THAT APPEALS TO A BROAD & MODERN AUDIENCE
BACKSTORY
Once a top performer in its sector, the Chico’s brand experienced 5 years of declining sales, an aging customer base, product sameness and cultural irrelevance. The transformation started with a brand audit involving every area of the company. Developing an elevated vision for the brand and getting all teams to buy-in drove a dramatic turnaround.
RESULTS
First positive quarterly brand comps in 4 years
Incoming customers averaged 8 years younger than existing base