- Slides: 17
Chico’s Then and Now � NOW: In December 2011, Chico’s FAS THEN: “In 1983, Marvin and broke ground on a 146, 000 square foot Helene Gralnick opened the first Chico's at Periwinkle Place office building at its National Store Support on Sanibel Island, Florida. Center in Ft. Myers, FL. The new building Transforming an old 800 squareis expected to be complete in January foot tobacco shop, Marvin built 2013. The first three departments to move counters, shelves, and into the new building will be Technology, cubbyholes while Helene Human Resources and E-Commerce. The designed the Chico's logo. Theynew building provides additional growth named the store after Helene's space for all brand support positions best friend's bilingual parrot, at Chico’s National Store Support Center. Chico, and began selling specialty folk art products from Mexico. That is how Chico's Folk Art Specialties was born!” (Chico’s website)
Why it became so popular: Because they had “exclusively designed, private-label clothing, amazing personal service, and a warm, boutique atmosphere. This unique and successful mix brought avid, loyal followers to the Chico’s brand”
Successes: � Soon after moving from the small folk art store, Chico’s (after becoming a franchise) was invited to reade on NASDAQ on the New York Stock Exchange. � Social media
� Chico’s FAS owns: � Chico’s � White House Black Market � Soma � Boston Proper
Social Media Techniques � Twitter � Pinterest � Facebook � You. Tube
Agency/organization structure and staffing � The DTC team (Direct to Consumer) handles all the social media for the company.
Chico’s clients � The Chico’s brand appeals to the “babyboomer” segment of the population. � This has become the underserved segment of the market.
Metrics/ Measurements � The Chico’s brand measures the likes and dislikes of their products by looking at the ratings and reviews on their website
Policy � CUSTOMERS COME FIRST � “Though we have unique brands, we share common vision and values. Chico's FAS, is constantly evolving and growing; always striving to meet the needs of our customers and associates. ” (Chico’s website)
Chico’s pride itself on customer service…. �But sometimes people are still unhappy! See how Chico’s deals with the problem!
Chico’s You. Tube
� “Even as Chico’s has grown, our values— beautiful apparel, exceptional service and deep appreciation for our customers—still remain at the heart of who we are today. ”
� http: //jobs. chicos. com/article/our-story � http: //www. chicos. com/store/home. jsp? CMP =KNC-GOOG_BRAND