As the leaders of an in-house agency, LUME founders drove national multimedia campaigns that built the brand aesthetic for all three Chico’s brands. Monthly catalogs, national print and television advertising, in-store signage and an online boutique all supported the lifestyle. During their tenure, positive comp store increases were posted every month for seven years. This consistent double-digit annual growth made retail history and put Chico’s on both the fashion and finance map.
When Chico’s acquired the White House | Black Market brand in its infancy, LUME founders were charged with repositioning this brand for mass appeal while maintaining its boutique charm. Monthly campaigns highlighted the Black + White fashion philosophies of its original founder while giving the brand a modern edge.
When Chico’s launched its lingerie brand in 2004, LUME founders were enlisted to create something original that spoke to the Chico’s woman. Romantic campaigns that resonated with a more mature customer, product-focused photography and luxurious packaging solidified the Chico’s lifestyle, making soma intimates successful in its own rite.