GRMA Perspectives brings you insights from industry leaders.
This month we caught up with Shelagh Stoneham, Senior Vice President of Marketing at Chico’s to talk about their new campaign around age positivity that has been making waves in the retail industry. With the ascent of women’s influence transforming the marketplace, workplace, and our lives, there hasn’t been a better time to change perception about how women view themselves, celebrate their unique life experiences and how they embrace life with a style that is ageless.
Chico’s “How Bold Are You” campaign aims to celebrate women and the joy that comes with age. After two years of research leading to Chico’s brand refresh, including everything from product assortment to an inspiring campaign encouraging women to join together in growing both bolder and older, Chico’s is changing the conversation with their customer in the most authentic way.
Q & A with Shelagh Stoneham, Senior Vice President Marketing, Chico’s