FORT MYERS, Fla., March 24, 2021 /PRNewswire/ -- Chico's FAS'
(NYSE: CHS) intimate apparel brand, Soma®, launches "Everything We
Do Starts with You," aimed to celebrate women, their bodies and
Soma began as an intimate apparel brand that set out to combine
quality, comfort, and innovation with purpose, so that women never
have to compromise. Rooted in beautiful solutions and effortless
style, Soma continues its dominance as an industry leader in
products that respond to women's needs.
"For years, we've listened to women, heard their stories, and
addressed their needs by creating innovative designs that work for
how they live," says Kimberly
Grabel, SVP of Marketing.
Everything We Do Starts with You features a group of
women, who were cast via Zoom, and focuses on their lives and
lifestyles in their own voice. From an ICU nurse to a beauty
director to a breast cancer survivor, their individual stories, and
hence their needs, are varied based on their personal journey and
lifestyle. The brand will highlight the women by showcasing their
stories via digital marketing channels, including Instagram Live
and on the Soma blog.
Grabel continues, "We're always listening to the challenges
women have and that's what inspires our all-women design team to
address them through an ongoing pipeline of innovative product
launches, such as our customer favorites, Enbliss and Vanishing 360
collections. By highlighting these women, and allowing them to
share their journey, we are connecting how Soma answers their
Soma's bras are carefully crafted and aimed at creating the
perfect fit, constructed with unique solutions that eliminate the
bra challenges women face every day. The brand is redefining bra
construction using innovative materials to creatively address all
customers' needs and solving them unlike anyone else. Soma's 90%
bra fit satisfaction rate* speaks to the effort the brand is
putting forth into listening to the customer.
"We're honoring women of all ages, sizes and backgrounds by
recognizing these empowered women and celebrating their journey
through our ongoing storytelling," states Amy Deering, Creative Director.
Soma is encouraging all women to share their stories by
launching a user generated content sweepstakes for customers to
enter for a chance to win the opportunity to be featured in an
upcoming campaign and asking consumers to use #SomaStartsWithMe in
their social media posts. The brand is also expanding on the
successful influencer marketing program by creating a squad of moms
who will share stories with the Soma community and help others who
can relate to the journey of motherhood and their changing
To learn more about Soma's Everything We Do Starts with
You, please visit www.soma.com.
*Based on customer bra fit experience surveys,
conducted by an independent third party.
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 beautiful and confident. Now, there are over 250
boutiques and outlets nationwide, a monthly catalogue and 24/7
shopping at soma.com.
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SOURCE Chico's FAS, Inc.