Chico’s focuses on ‘artful style’ in fall campaign

Chico’s is rolling out an integrated marketing campaign called “The Art of Chic” in time for fall.

The women's apparel and accessories retailer is attempting to take a more fashion-forward approach that aligns with its boutique heritage. Chico’s is curating a seasonal fall collection and also enhancing its logo with an emphasis on the essence of the brand by highlighting the “chic” in Chico's.

As part of the integrated marketing campaign, Chico's is also partnering with a diverse group of social media influencers over the age of 40, to amplify the initiative and drive new customer acquisition. Despite COVID-19, the retailer says its social media community has grown 15% and it continues to see record-breaking engagement metrics.

Furthermore, Chico’s is working with artists and set designers to create custom works of art inspired by the design of its collections. The retailer will feature this hand-painted artwork throughout the photography of its seasonal campaigns. Chico's will host a sweepstakes for customers in September for a chance to win a piece of the artwork showcased in the upcoming fall campaign.

"Our customer is at the core of everything we do," said Kimberly Grabel, senior VP, marketing. "We are responding to her wardrobe needs by enabling her to look chic and unique, regardless of her personality or destination. We put great care and intention into every piece throughout our collection, crafting designs as versatile as the women we serve."

Chico’s is a banner of Chico’s FAS, along with White House | Black Market and Soma.