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Apparel retailer Chico’s decentralizes its digital operations

April 26, 2016 02:26 PM
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Women’s apparel manufacturer and retailer Chico’s FAS Inc. is changing its digital and marketing operations to save money.

Chief marketing officer and president of e-commerce Miki Racine Berardelli is leaving Chico’s, No. 85 in the Internet Retailer 2016 Top 500 Guide.  The company operates Chico’s, White House | Black Market and lingerie brand Soma. She had been at Chico’s nearly two years and will not be replaced, the retailer says. Rather than have centralized control over e-commerce and marketing for all three brands, each brand president will oversee those areas.

"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,” CEO Shelley Broader said.

Chico’s    expects to save $14 million as a result of these changes, which come five months after Broader, a former Wal-Mart Stores Inc. executive, took over as CEO.

Berardelli joined Chico’s in August 2014 after four-plus years as chief marketing officer at apparel retailer Tory Burch LLC, No. 120 in the Top 500. Before that, Berardelli spent nearly eight years at Ralph Lauren Media (No. 53) where she became senior vice president of marketing.

Top500Guide.com data shows the Chico’s has grown online sales by a compound annual rate of 8.36% over five years, growing to an Internet Retailer-estimated $458.5 million in 2015 from $332.5 million in 2011. 

 

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