Chico’s announces the launch of its #HowBoldAreYou campaign, which seeks to celebrate women, their unique life experiences, and the authenticity and joy that comes with age. The campaign is being launched in connection with Chico’s first full season of updated product styles and silhouettes under Chico’s brand President, Diane Ellis.
Through two years of research, Chico’s discovered that most of its customers don’t define themselves by age and care deeply about expressing themselves through fashion. Reflecting this research, the #HowBoldAreYou campaign is part of an overall refresh by the Chico’s brand to refine its messaging, its experience and its products to help Chico’s customers celebrate every moment of their lives with styles that encourage her to grow bolder as they grow older.
As part of the refresh, Chico’s has refined its product assortment based on customer feedback, renewing its focus on original prints stemming from Chico’s artisanal heritage, bold colors, silhouettes designed with a range of body shapes in mind, and amplifying practical solutions, like customer favorite no-iron shirts that can be washed and dried. The prints and colors will be a core feature across all marketing channels, including store windows and shopping bags, to further articulate the brand’s bold positioning.
Ms. Ellis said, “Chico’s is about celebrating women. Because of our experience, we are uniquely positioned to speak authentically on aging with positivity. Our clothes are specifically designed for women, and their changing bodies, of all ages. From our rich color palates, unique prints, and styles that are flattering for an array of body types, we thought it was high time that we loudly celebrate our customer. This campaign gives us an opportunity to change perceptions not just about who we are as a brand, but who our customer is, how she embraces her life, and that her style is ageless.”
As part of the campaign, conceptualized by The&Partnership, the brand has designed t-shirts emblazoned with a number that reflects the wearer’s age and will encourage her to post it on her social channels, with the goal of inspiring women everywhere to join together in growing both bolder and older. An accompanying anthem video shows women of all ages living boldly, while wearing some of the new designs, in a variety of lively settings.
“This is not a one-and-done campaign for us,” Ellis continued. “We believe deeply that women should embrace their own personal style. And we proudly help them do that regardless of age.”