Women's Clothing & Apparel Online & In-Store
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Plus, Chico’s makes it simple to shop for women’s clothing online whether you’re tall, petite, curvy, or slender. In other words, Chico’s creates iconic pairings, so shoppers don’t have to visit multiple women’s clothing stores. Our What to Wear Where suggestions help customers build flawless looks from head to toe. Another way to keep up with the latest in style newness is to read Chico’s blog.
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Meanwhile, WHBM specializes in versatile wardrobe staples and Soma sells lingerie. Other than merchandising and design teams, Chico’s FAS employees work across brands. She also leads Chico’s own events, which provide another customer touchpoint.
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That’s largely through social media and the brands’ e-commerce sites. On social, where Chico’s has recently been discovered by Gen Z, the company regularly features user-generated content. The company’s digital channels have 43% penetration among customers, he said. She also noted that Chico’s shoppers are active in customer-launched Facebook Groups. There, members compare notes on securing hard-to-find Chico’s styles and praise each other’s Chico’s outfits of the day, she said. In addition, Leana Less, who joined the company as head of marketing in August, credited Chico’s old-meets-new ways.
Chico's FAS
If there’s one thing that current fashion is telling us, it’s to expect the unexpected. Over the last few months, Chico’s has seen a shift in the demographics engaging with its content. Millennials and Gen Zers have been discovering the retailer, once considered the domain of middle-aged women.
On Tuesday, Fort Myers-based Chico’s FAS, Inc. reported an 18% net sales increase in 2022, to $2.14 billion. Its 6% year-over-year sales boost for the fiscal fourth quarter, ending January 28, pointed to slowed growth, consistent with retail overall. The company’s prior earnings report, released in November, highlighted a seventh consecutive quarter of double-digit sales growth, at 14%. Chico’s is the largest brand in the portfolio, driving 49% of the group’s 2022’s net sales. In late September, Chico’s FAS experienced minor damage to its headquarters when Hurricane Ian hit Florida.
On Thursday night, at Chico’s Boca Raton store, she co-hosted a book signing with model and author Paulina Porizkova, the face of the brand’s anniversary campaign. Chico’s has a book club, making the event a great fit, Less said. The companies’ earnings also noted the rise of a younger customer base. Langenstein told Glossy that the average age of new customers is 10 years younger than it was three years ago, at 45. First-time customers continue to shop with Chico’s for 12 years, on average. They stick with White House Black Market and Soma for nine years and seven years, respectively.
Chico's focuses on 'artful style' in fall campaign - Chain Store Age
Chico's focuses on 'artful style' in fall campaign.
Posted: Wed, 26 Aug 2020 07:00:00 GMT [source]
Currently, stores are evenly split across traditional malls, lifestyle centers and strip malls. There’s an intentional move away from traditional malls and into lifestyle centers, with the goal of malls accounting for just 25% of the total fleet. According to Topper, 99% of every customer “touch” is now digital.
Younger shoppers are proudly tagging the brand in looks featuring both thrifted vintage Chico’s, as well as new finds. In addition, while the brand has mastered customer segmentation, allowing for catered communication from digital channels to direct mail, further personalization is needed, Less said. Topper said he and his team are working to enable that through the company’s e-commerce site. Increasingly harnessing the “billions and billions” of first- and third-party customer data points the company has collected will remain a focus. Chico’s FAS now operates 1,300 stores, including around 600 Chico’s locations, after closing 230 stores in 2019. Langenstein owed the closures to too-high rents and changing malls.
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It also operates a licensing business in Mexico — a Canadian counterpart closed during the pandemic after filing for bankruptcy. A top tier of Chico’s loyalty members spends $25,000 or more with the company per year. Among women age 45 and older who make $100,000 or more per year, both apparel brands saw sales growth of four times the market average in 2022, Langstein said. Chico’s has a unique sizing system that helps customers find a better fit.
But, “in the last 3-6 months, [we] started noticing that we were getting more pickup from these younger, very fabulous influencers and stylish dressers, who were incorporating pieces of Chico’s into their total look,” Grabel said. When the Chico’s team first started seeing a spike in social tags, in 2020, they were linked to certain timeless looks — and Chico’s hallmarks — like animal prints. But since, the Chico’s styles getting love have been across the board, she said.
Shoppers can save 10% on an in-store or online purchase right off the bat by signing up for Chico’s email campaign. In conjunction with the Passport Program, users can receive 5% off additional purchases, birthday bonus offers, free shipping and exclusive event and sale invites. Available to shoppers after they’ve spent $500, the Passport Program is an ongoing loyalty program that rewards customers at each purchase. The $500 benchmark can span any amount of time, so there’s no harm in signing up, even if you’re making a small purchase at the time.
Moving forward, the plan is for the company to close around the same number of stores as it opens – about 20 will close across brands this year, and 15 new Soma locations are expected to open. In 2022, the company invested in refreshing 40 Chico’s and WHMB stores. It plans to update all longstanding stores over the next few years. For its part, Chico’s aims to cater to women of every style, offering products from dresses to denim to activewear.
Chico’s will launch three more capsule collections this year, each with a unique theme. Loyalty members get early access to the styles, thanks to the company’s refreshed loyalty program. As of June, loyalty perks center on exclusivity and access, replacing promotions, based on customer demand. The Chico’s brand was originally inspired by travel and prioritized easy-care, no-wrinkle fabrics. To kick off its 40th birthday, it’s paying homage to those roots with a new travel-themed product collection. The limited-edition styles were inspired by the work of Frida Kahlo and a print found on an Uzbekistan robe.
Just shopped their outlet store this weekend - purchased 1 jacket, 1 sequin tank, 1 sweater all for under $80.00 Great prices. Chico’s apparel fits conventional sizes 0-22 but the numbers in Chico’s sizing system can be misleading if you’re unfamiliar. Chico’s utilizes its own sizing that begins at 000 and ends at 4.5. The span covers your average XXS-XL sizing spread, but sizes 000, 00, 4 and 4.5 are only available for online or phone purchases.
There, it’s easy to find both fashion basics and fashion tops that fit like a dream and are made from quality fabric, like cotton slub, linen, and cashmere. Share your next Chico’s look on Instagram with #LOVECHICOS and your photo might make an appearance here. In-store you’ll find strong merchandising with easily mix and matched ensembles. The stores are usually broken down into mini-shops by seasonal wear or formal wear (think holiday), work wear, and more casual wear. At the center of the store you’ll find Sher’s Picks, that season’s must-have trend pieces selected by Chico’s head stylist.
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