Marketing Age Positivity With Chico’s Head of Marketing


In a world where older women are often expected to look and act a certain way, Chico’s is spreading a message of age positivity.

The clothing store recently launched a marketing campaign and video that shows a 58-year-old influencer asking women if they would wear their age on a t-shirt. The idea is to showcase that getting older is really just getting bolder. Chico’s “Bold” campaign has received hugely positive reviews as women embrace the idea of showcasing their boldness and experience.

In today’s world, it isn’t enough to just talk about products. Customers, especially women, care about a brand’s purpose and want a brand to stand for something they can relate to, says Chico’s SVP Marketing Shelagh Stoneham. Studies have shown that women are most comfortable with themselves when they are 60 years old, but so many messages in society go against that and say that older women shouldn’t take risks and be bold. Chico’s aims to show that women can do anything at any age and that women should dress themselves in a way that is true to them, regardless of their age. At Chico’s, aging is a badge of honor, not something that should be hidden.

In order to successfully market the message of age positivity, Chico’s dove into research to find out about its customers’ demographics and what they wanted. The majority of Chico’s customers are age 40 or older and are experiencing changing bodies. Chico’s wanted to shift the perception of its brand and showcase that women of every age can accept their bodies, be confident and show their boldness. Customers and potential customers have connected with the authenticity of the message and campaign.

Chico’s message is more than just words. The brand and its employees really believe that they are saying and walk the walk by showing their own boldness at every age. The marketing campaign is part of Chico’s larger focus on customer service. Stoneham says clothes are a form of self-expression. Chico’s focuses on delivering the most amazing customer service with its stylists who are trained to connect with customers and help them put together outfits that make them feel as beautiful, confident and comfortable on the outside as they do on the inside.

Chico’s customers are so loyal that many have built decades-long relationships with associates. Employees spend time asking questions and are trained to be sensitive to customers and deliver high-quality, personalized experiences to everyone who walks into the store. Chico’s is constantly listening to customers and finding out what they want and need. Customer feedback is added into products, marketing campaigns and the entire experience.

Chico’s shows that embracing an authentic message like age positivity and making it a hallmark of a company’s marketing can be incredibly successful. By standing for something more than just their clothes and highlighting a message that resonates with women, Chico’s is fighting ageism and connecting with customers.

Blake Morgan is a keynote speaker, futurist and author of “More Is More.” Sign up for her weekly customer experience newsletter here

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