FORT MYERS, Fla., Aug. 21, 2020 /PRNewswire/ -- Chico's FAS' (NYSE:
CHS) intimate apparel brand, Soma® announces new brand refresh that
embraces beauty, strength and creativity from the inside out.
"Now more than ever, women are seeking comfort and a good
support system in every facet of their life," says Kimberly Grabel, Senior Vice President,
Marketing. "We're embracing our evolution and know a woman's
greatest strength lies within. The new campaign showcases an
example of empowerment and modern femininity."
Soma is the only national intimate apparel omnichannel retailer
dedicated to comfort and inclusivity for women. The brand is
devoted to its dominance as an industry leader in inclusivity,
using a wide range of diverse models and influencers, including
various ages, shapes, sizes and ethnicities.
"It's important for our logo to evolve as we do. We took the
capital S of our previous logo, in Snell font, and turned it
on its side – just as we have done with the new brand vision,"
states Grabel. "The flourish of the S symbolizes the curve
of a woman's body, the softness of our latest collection and the
ability to shift into something new."
For over 15 years, the women-led design team has crafted bras
and panties, pajamas and loungewear that aim to make women feel
comfortable and confident. Soma understands that women want and
deserve fashion and function without compromise.
Soma continues to embrace ultimate comfort by launching a new
modern loungewear collection, Soma WKND™. The Soma WKND™ collection
consists of multiple fabrications that are extremely soft and
lightweight. Soma WKND™ also includes styles with sustainable
eco-yarn that are comprised of soft recycled yarns made from
plastic bottles which require less energy. The collection is
available in a variety of colors in sizes XS-XXL and ranges from
$34-$89.
"We support our customer through all phases of her life and
encourage her to find joy in the everyday details," continued
Grabel. "Now more than ever, she is looking for comfortable
solutions to fit her current lifestyle."
Additionally, the brand introduced:
- Embraceable® Signature Lace bra and panty collection with
floral lace designs
- Soma Sensual sleepwear, bras and panties that are comprised of
sensuous silk and satin fabrics; and
- Enbliss® Soft Stretch panties with lightweight, breathable
fabric in four styles.
Rooted in comfortable design, the Vanishing® bra and panty
collections, Enbliss® bra collection and Cool Nights® sleepwear
have garnered a dedicated following of millions of loyal women who
refuse to compromise. The new product launches announced today
build on Soma's legacy of innovation and solutions for women.
With over 1,500 bra fit experts and a 90% bra fit satisfaction
rate*, Soma continues to be a leader in transformation using
innovative solutions that fit women's bodies.
*Based on customer bra fit experience surveys,
conducted by an independent third party.
About Soma
Founded in 2004, Soma has been focused on what women want and
need from day one. Soma's all-women led design team has crafted
bras and panties, pajamas and loungewear to make women feel both
comfortable and confident. Now, there are over 250 Soma boutiques
and outlets nationwide, a monthly catalogue, and 24/7 shopping at
soma.com.
About Chico's FAS, Inc.
Chico's FAS is a Florida-based
fashion company founded in 1983 on Sanibel Island, Fla. The Company
reinvented the fashion retail experience by creating fashion
communities anchored by service, which put the customer at the
center of everything we do. As one of the leading fashion retailers
in North America, Chico's FAS is a
company of three unique brands – Chico's, White House Black Market
and Soma – each thriving in their own white space, founded by
women, led by women, providing solutions that millions of women say
give them confidence and joy.
Our Company has a passion for fashion, and each day, we provide
clothing, shoes and accessories, intimate apparel and expert
styling in our brick-and-mortar boutiques, digital online boutiques
and through Style Connect, the Company's proprietary digital
styling tool that enables customers to conveniently shop wherever,
whenever and however they prefer.
As of February 1, 2020, the
Company operated 1,341 stores in the U.S. and Canada and sold merchandise through 70
international franchise locations in Mexico and 2 domestic franchise airport
locations. The Company's merchandise also is available at
www.chicos.com, www.chicosofftherack.com, www.whbm.com,
www.soma.com and www.mytelltale.com.
To learn more about Chico's FAS, visit www.chicosfas.com.
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SOURCE Chico's FAS, Inc.