Whatโs in this article:
- Though it isnโt exactly on Chicoโs marketing strategy, the brand is attracting customers from a whole new age group
- The brand is staying future-focused on the changing retail environment and creating immersive customer experiences
When the quality of your product is excellent, it is likely to be passed on from generation to generation. Thatโs what Chicoโs FAS โ the American clothing and accessories retailer โ is taking pride in.
Itโs a way of building long-lasting customer relationships.
But in the past few months, the brand has noticed more and more social media influencers wearing its stuff โ which obviously leads to younger demographics, such as Gen Z and Millennials, taking an interest in its products.
โThanks to the quality of the garmentsโฆthey last a long time, so thereโs an after-market for a lot of the products we sell,โ said Kimberly Grabel, SVP of marketing at Chicoโs FAS.
Last year, Chicoโs saw a spike in social media hashtags linked to timeless looks, including its signature animal print designs.
@emmalinechilds#ad I offer my sincerest apologies to Chicoโs. #lovechicos #haul #chicos #millennial #eldermillenial #fashion โฌ [No sound effect] Refreshing summer tropical house(855495) โ MATSU
Its ability to quickly tend to customers in a whole new age range thatโs fresh and current in fashion trends is a great way to stay in the spotlight and grow through its existing customers base for many years to come.
Creating Long-Lasting Customer Relationships
The whole idea of passing down clothing from generation to generation promotes fashion circularity, human rights, and other environmental issues. Many young shoppers tend to be more passionate about this mindset.
โChicoโs newly acquired customers are being retained at a meaningfully higher rate than in fiscal 2019,โ Grabel said, and since Q1 2020, the average customer age has dropped by ten years YoY.
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As influencers call and tag it, thrift fashion is moving fashion in the right direction thatโs long overdue.
Chicoโs โthrived during the pandemic and in early 2021, pulling in $6.4 million in earned media value from June 2020 to May 2021,โ according to Tribe Dynamics.
Embracing that shift in consumer interest and being prepared for it proves Chicoโs to be a customer-centric brand ready to take on new challenges.
For a more detailed analysis, check out Chicoโs basic CRM execution.
The post Hereโs How Chicoโs is Effortlessly Attracting (and Retaining) New Customers appeared first on Post Funnel.