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?