Among women's apparel specialty stores, Chico's has achieved great success over the past several years. Go to www.chicos.com and evaluate their business...
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Among women's apparel specialty stores, Chico's has achieved great success over the past several years. Go to www.chicos.com and evaluate their business.
1. Who is their target customer and how does their merchandise relate to that customer?
2. do you think they will continue to be successful? Why or Why not?
3. What is their newest brand extension? Do you believe it will be successful?
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"Its front-line stores are located almost exclusively in upscale outdoor destination shopping areas, high-end enclosed shopping malls and, to a lesser degree, regional malls which offer high traffic of the respective target customers of the brand."
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Chico's FAS
Company Overview
Chico's FAS (together with its subsidiaries) is a specialty retailer of exclusively designed, private label, sophisticated, casual-to-dressy clothing, complementary accessories and other non-clothing gift items. Chico's operates in 655 women's specialty stores in 47 states, the District of Columbia, the Virgin Islands and Puerto Rico. It is headquartered in Fort Myers, Florida and employs about 8200 people. The company recorded revenues of $768.5 million during the fiscal year ended January 2004, an increase of 44.7% over 2003. The operating profit of the company during fiscal 2004 was $160.8 million, an increase of 50.5% over fiscal 2003. The net profit was $100.2 million during fiscal year 2004; an increase of 50% over 2003. The Company has no debt.
1. Who is their target customer and how does their merchandise relate to that customer?
The Chico's brand focuses on 35 years old women having moderate to high-income levels. The company designs clothes for this demographic segment offering easy wear relaxed styles. The White House offers fashion and basic merchandise assorted primarily in the classic and ...
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- BSc, Dokuz Eylul University
- MBA, Texas A&M University-Kingsville
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