We identified an opportunity to grow the Chico's brand beyond their loyal 60+ year old consumer base by appealing to younger, 50+ year old women. However, their perception was that Chico's was for older, larger women (to put it politely) and therefore irrelevant to them.

Research into the attitudes of our audience helped us discover that as their careers mature and they become empty nesters, 50+ year old women want to re-engage in fashion but realize their bodies have changed, shaking their confidence. To make matters worse, when they hit 50, they feel like society makes them feel ‘invisible’.

Based on this insight we reinvigorated the brand with a new purpose: Existing to give women confidence in their individual style so they never go un-noticed in the world. This was encapsulated in the idea “Hello I'm Here”, celebrating women who have become more vibrant, beautiful, accomplished and inspirational with age.

This idea energized the Chico's workforce: giving them greater motivation and enthusiasm for their work and created a brand platform, which revolutionized Chico's marketing.

To promote Chico's new ‘Julienne’ Pant we developed a campaign, which allowed us to communicate the versatility of the product, (i.e. you can wear it with anything) and the variety of styles available while bringing Chico's brand purpose to life. 

Our research showed that our audience loved dancing but typically engaged in more conservative, ‘older’ styles of dance. To celebrate the new product we tapped into this passion, creating our own dance troupe of 50+ women, who rediscovered their youthfulness by learning and performing an energetic, modern dance routine in the center of New York City.

Communications tracked the troupe’s journey, practicing, sharing the their perspective on life and performing the dance, while wearing the Julienne pant. The reaction from our audience was phenomenal as they applauded the dancers, shared their story, and celebrated the vibrant, confident attitude, which reflected their own belief. As a result people started talking about Chico's, brand perception shifted and sales peaked.