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Chico's FAS spent $153 million on advertising last year.
But it didn't have much growth to show for it.
So it was a big deal in advertising circles when Chico's recently selected Zimmerman in Fort Lauderdale to handle broadcast and print media for the Fort Myers-based company's Chico's, White House | Black Market and Soma brands.
Zimmerman officials declined to discuss any new strategy they may have developed for Chico's to nab the account away from Boston-based PGR Media. The women's retailer has long relied on traditional glossy catalogs, which it mails monthly to its customers.
But Chico's has started TV advertising in recent years to reach new customers, and it's increasingly delved into social media as it seeks to boost sales at its 1,500 stores and online.
Zimmerman hints that it plans to push Chico's digital strategy. “Chico's FAS has so much untapped potential,” says Zimmerman CEO Michael Goldberg in a statement. He promises “relentless focus on new customers.”
Whatever the strategy, Chico's needs help to boost its sales. Last year, the company reported sales at stores open longer than one year were flat.
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