Wednesday, September 3, 2008

I Love Debbie Phelps

When I first heard that Chico's was talking with Debbie Phelps, mother of swimming phenom Michael, I knew it was a brilliant marketing move.

Women constitute the largest viewing audience of the Olympics. I know I sat there riveted every time he swam. And the fact that NBC constantly showed Debbie Phelps and her daughters in the stand certainly made this a family story.

Chico's is in need of an image update - or at least a reason to reconnect with their core audience. They have lost me for sure. Partly because their styling has changed. I've got a couple of really great tops that I love, but every time I go in the store I think the clothes look old fashioned.

I'm obviously not their target. But I will go stop in next time I go by a store. Debbie is their customer. And there are a lot of Debbie's in this world. This is a huge step for women over 50 in the marketing arena. Dove was out there first and others have followed. Nice that Debbie won Gold as well...

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