Chico’s is winning over Gen Z and Millennials.

Chico’s is winning over Gen Z and Millennials. While Chico’s may have been considered a mainstay for middle-aged women, today young shoppers are flaunting both thrifted looks and new apparel from the brand. Caitlin August, who has a background in secondhand fashion, first posted about her love of Chico’s after a shopping trip with her grandmother where she picked up a pair of green trousers and paired it with a trendy crop top in an Instagram post with the caption, “Challenge accepted Grandma.” More tags of the brand have popped up on social media, and Chico’s is listening: the brand sent one TikTok user (@emmalinechilds) complimentary clothing for a try-on haul after her video about the brand garnered more than 40K views, and Chico’s has also reached out to young social media users posting about their Chico’s ‘fits (@hannahenos) asking to reuse their images. Since the first quarter of 2020, the brand’s year-over-year average age of its customer has dropped by 10 years, according to Chico’s svp of marketing, and the brand’s rising popularity with young people and fashion influencers stems from their interest in secondhand clothing, coupled with their desire to experiment with new looks. (Glossy)