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Chico’s Fall 2010 TV spot – So Close And Yet a Million Miles Away

October 25th, 2010

When I saw your Fall TV spot I thought it was brilliant! Your model is the quintessential 50-something woman. The one so many of us dream of being. She’s cool and hip – gorgeous with a look of intelligence. I can relate to her!

I shop at Chico’s on occasion but I have steadfastly avoided anything that resembled an “outfit”. I’ve never wanted to be tainted with the slightly dowdy, more mature woman look that I’ve always associated with the brand. Sure they have an occasional garment or piece of jewelry that’s cool enough to fit into a working professional’s wardrobe – but that’s about it.

The new TV spot changed everything. You mean if I buy my outfits at Chico’s I’ll look like her? I’m in, baby!

I told my husband that Chico’s had finally gotten it right. He googled the campaign and told me the model in the spot is 36. Come on guys. Did you think we wouldn’t find out? You don’t get me at all do you?

5 Comments

  1. A great post – but I’m not sure about the conclusion.

    If the ad worked, does it matter what the model’s real age is? Or is this what that overworked word “aspirational” really means? As the founder of the leading online community for Boomer women I’ve gained a lot of experience in trying to guess ages from stock photos, and I’d say that this model definitely looks older than 36, and so may actually look close to what a 50-year old feels like.

    I am a guy, after all, but I wonder: if Chico’s has finally used imagery and design that makes you feel welcome, maybe they’re doing something right.

  2. Robin says:

    Excellent point. But a large part of what the 50+ woman is battling is the perception that only younger women can look great. By choosing a 36-year old model to portray a 50+ woman Chico’s makes me think they might not believe I can look that good. And believing that they think I can is mission critical in gaining my trust.

  3. Paul says:

    Not sure what you’re smoking. You can immediately tell by the figure, skin tone and elasticity, agility and size that this woman is mid-thirties to early forties. I know some very attractive 50 year old women, and they don’t look this way at all. This would be a 1 in 5 billion woman if that were the case — is that really what you aspire to? Perfection?

    If you relate to her, wish you had that style and energy, and think you could be that woman, then great. Chico’s has done their job perfectly.

  4. marcia says:

    It’s time to change the attitudes towards us”older” women who are over 45. I feel the same as I did in my 20’s&30’s,but I don’t want to dress like it anymore but want to be as stylish but not dress like a eighty year old either not quite ready for the polyester or elastic waisted pants suits! I am not a business type lady either,jeans tee shirts,button up shirts but long enough to cover middle jeans that cover backside just regular clothes that are not expensive,most people can’t afford $40 tee shirts or $100 jeans.

  5. Gigi says:

    I just found this post after seeing the new Chico’s ad. I’m 45 and really thought she was older. I have to agree with the author of this article. It’s the same thing cosmetic companies do when they run an ad for a sagging skin cream or miracle cure for mature skin and use a 22 year old.

    The Chico’s woman is stylish but I think they could have found one who really fits their target market. I guess they’ll retire this girl as soon as she hits 40.

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