Sound the trumpets! Finally, we have a retailer committed to selling fashion for baby boomers!
Chico’s: Fashion for Fabulous 50+ Women
“HELLO, I’M FABULOUS”
Chico’s newest campaign is all about helping baby boomers and other mature women rediscover their personal style, recognizing that style is ageless and beauty a lot more than skin deep.
Having first done research on the mindset, lifestyle, and shopping habits of older women, Chico’s has made a ground-breaking commitment to a generation that has long been underserved by other brands and retailers. For far too long, women over 50 have been limited to outdated and stereotyped clothing options. Their fashion needs have been ignored by most brands and almost all retailers, who clearly prefer to woo only young, millennial consumers. But now, Chico’s, a leading women’s retailer with 600 boutiques nationwide, has stepped up to the plate.
WOMEN OVER 50 SPEND $21 BILLION YEARLY ON CLOTHES
Women of all ages like to shop for clothes and accessories that help them look and feel their best. As the years roll by, a woman will experience many changes––often including the shape and size of her body––but a desire to express herself through her wearing apparel remains constant. At Chico’s, she will find the help she needs to guide her through a new collection designed with her in mind, featuring a special balance between colors, neutrals, prints and accessories. The look is modern, clean and sophisticated.
MEET CINDY JOSEPH: CHICO’S 65-YEAR-OLD CAMPAIGN MODEL
Chico’s cast Cindy Joseph in the campaign’s initial mailer. Cindy was first discovered as a model at 49, becoming a Ford Classic supermodel. A few years later, she founded BOOM, the first “pro-aging” skincare line that promotes natural, healthy beauty. She believes that “Style comes from knowing yourself, feeling sure about who you are and feeling confident in your choices. Style is something that develops as you continue living your life, and each stage of life brings its own kind of beauty."
For more information:
• History of Chico’s, clothing retailer
• Shop Chico’s online
• Interview with model Cindy Joseph
• Cindy Joseph on Aging and Beauty