Chico’s Then and Now

Chico’s Then and Now THEN: “In 1983, Marvin and

Helene Gralnick opened the first Chico's at Periwinkle Place on Sanibel Island, Florida. Transforming an old 800 square foot tobacco shop, Marvin built counters, shelves, and cubbyholes while Helene designed the Chico's logo. They named the store after Helene's best friend's bilingual parrot, Chico, and began selling specialty folk art products from Mexico. That is how Chico's Folk Art Specialties was born!” (Chico’s website)

NOW: In December 2011, Chico’s FAS broke ground on a 146,000 square foot office building at its National Store Support Center in Ft. Myers, FL. The new building is expected to be complete in January 2013. The first three departments to move into the new building will be Technology, Human Resources and E-Commerce. The new building provides additional growth space for all brand and support positions at Chico’s National Store Support Center.

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 YouTube

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

Strategies

Chico’s YouTube

“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