Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

clock menu more-arrow no yes mobile

Filed under:

Chico's Brand Alterations

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Chico's, who in the last few years has successfully managed to confound its loyal customer base with its youth movement and subsequent swing in the opposite (matronly) style direction, is getting back on track with a new management team, reports WWD. "I saw Chico’s in the glory days and the last few years when it fell off track," said Cinny Murray, the company’s president since February 2009. "We moved away from what our customer wanted. About three years ago we went after a younger customer. [Our core] shopper didn’t want fashion that wasn’t appropriate for her needs." The company has since moved towards cultivating a more sophisticated aesthetic with a strong emphasis on fabrication and details. [WWD]