The&Partnership | Agency Profile, Contacts, AOR, Client Relationships

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Female Gen-X, Millennial Digital Opps: Chico's FAS taps marketing SVP amid spend decreases (Score 53)

Sales lead: This hire could lead to spend shifts and agency reviews. 

• Chico's FAS named Leana Less marketing SVP in August 2022. 
• Less joins from The Estee Lauder Companies, where she was the global consumer marketing head. 
• She is now responsible for all marketing duties for the company's three brands: Soma Intimates.

Chico's target demographic: Gen-X & millennial women 

The company will likely:

• Revamp its marketing strategy
  • Ramp digital spend back up
• Review the current agency roster
• Seek additional agency assistance

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Chico's spent around $2.8m on digital display ads YTD, just 67% of the $4.2m spent in this channel during the same time period of 2021. 
• YTD data: 339.3m impressions via Facebook (66%), Instagram (24%), desktop video (9%), and desktop display (1%).
• Last year: Full-year spend fell by 20% from $6.6m in 2020 to $5.3m in 2021. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, yahoo.com, and ign.com. It placed 1% of these ads indirectly through Google AdX+AdSense onto sites such as washingtonpost.com, yahoo.com, zerohedge.com, drudgereport.com, and thepioneerwoman.com. 

Agency analysis:

• Opportunity: The new marketing SVP will likely review the company's current roster and may outsource additional duties. 
  • I recommend offering social media & digital assistance. 
• Current roster:
  • The&Partnership: creative & media AOR
  • Porter Novelli: PR

Insight Sources: Digital spend insights estimated by Pathmatics.