09 January 2009

Chico’s and Younger Women

bg Here’s something that tickled me:

Colleague and intrepid blogger/marketer Brent Green recently posted about Chico’s and their catalog:

Chico's and Baby Boomer Women ... NOT
chicos2 A few days ago I was visiting my neighbors Paul and Julie and noticed a Chico’s catalog … I started casually flipping pages. And flipping more. And backtracking and re-flipping. I became aghast, so I counted photos. In the “25th Anniversary Collections” catalog I counted sixty-two photos. Sixty-one photos depict women comfortably under 40. Most appear to be between 25 and 35.

I talked about Brent and his observations in recent online presentation, also mentioning a post of mine from July 2008:

Demand for Older Models Grows

wsjNow the Wall Street Journal reports that Chico’s CEO has “stepped down”:

Amid Sales Slump, Chico's Taps New CEO
By Jennifer Saranow

One of the main reasons for the shakeup?  Brent Green knew it instinctively:

chicos Spotlight blames Mr. Edmonds for the retailer's missteps, including turning off Chico's core baby boomer customers by trying to reach younger women…

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