Chico’s FAS, a leading omni-channel specialty retailer of women’s private branded, casual-to-dressy clothing, intimates, complementary accessories, etc., is realigning its marketing and digital commerce functions, positioning the decision makers directly into its three brands – Chico’s, White House Black Market and Soma, to improve marketing operating and reduced related expenditures.
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Due to changes in company’s strategies, Miki Berardelli, President – Digital Commerce and Chief Marketing Officer, will take the exit route. Her marketing and digital commerce responsibilities will now be assumed by the Brand Presidents, the company informed in a press release.
Shelley Broader, President & CEO of the company elaborates, “Disbanding these previously centralized functions will result in a leaner, more simplified structure that better supports the individual brand needs and places the functions closer to the customers, while at the same time, reducing costs and complexity within the company. By directly aligning these resources within the brands, we will enable better execution on our customer experience initiative, one of our four areas of focus that we outlined in February to drive results, enhance profitability and increase shareholder value.”
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Chico’s FAS has been regularly taking initiatives to meet the needs of customers and drive better and more consistent performance. It has earlier introduced four areas of focus – evolving the customer experience, strengthening the position of each brand, leveraging actionable retail science and sharpening financial principles, to achieve the set goal.
