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Business Observer Friday, May 18, 2018 6 months ago

Company tries Amazon on for size, debuts brand on QVC

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After Amazon debut, Chico's FAS brand Soma appears on QVC.

Chico’s FAS operates 1,460 stores in U.S. and Canada and sells merchandise in 94 franchise locations in Mexico.

But the Fort Myers-based retailer of women’s apparel through its Chico’s, White House Black Market and Soma brands has recently loosened its belt to reach beyond traditional brick and mortar marketing.

The company is trying on Amazon for size, modeling its collections to online shoppers through Amazon in hopes it’s just the right fit to reach an untapped market.

Chico’s extended its foundation May 5 by debuting its intimate apparel brand Soma on multi-platform retailer QVC during its “AM Style” broadcast with guest Jene Luciani. The special offering featured Soma’s Vanishing Back bra and Vanishing Edge panty in a five-pack assortment.

The entire exclusive-offer inventory disappeared.

“QVC has tremendous reach across broadcast, social, digital and live-streaming channels that we expect will help us drive new customer acquisition and increase brand awareness and consideration,” Soma President Mary van Praag mentions in a news release about marketing the company’s unmentionables. “We believe this new channel of business has strong potential for long-term growth.” 

Zach’s Equity Research parrots the assessment that Chico’s FAS brands can suit nonlegacy retail shoppers.

“As a result, customers can avail Chico's brand’s assortments, including Travelers, no-iron shirts, Zenergy athleisure and So Slimming pants along with the brand’s iconic jewelry on Amazon,” the market analyst reports. “In fact, the company’s other brands such as White House Black Market and Soma products are also in the queue to be launched on Amazon, depending on customers’ reaction to the rollout of the Chico’s brand.”

As for Soma and QVC, there are plans for additional appearances this year, featuring products from its Vanishing, Embraceable and Cool Nights collections.

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