What creators can learn from Chico's -

Are you getting sick of the rapid release merry-go-round?

Do you think your work from six months ago or last year has become stale?

Then you might learn a lot from the fashion apparel company Chico’s.

By happy accident, a company, usually associated with a woman of a certain age, has dropped their customer base by a decade.

Although they have invested more heavily in digital to reach this younger audience, one thing they didn’t have to do was convince them to try their clothes.

They let thrifts stores do that.

Yes, with younger customers focused on durability and style they’re discovering the Chico’s brand through thrift stores.

By focusing on print and quality fabrics, Chico ignored the fast fashion trends and instead stayed with the tried and true.

That strategy has allowed them to cross different generations from 30 to 60 who are now buying direct from the company.

You can do the same.

If you think your work gets stale after a year or think that you have to release a book every month to stay viable, you may want to rethink your strategy.

Borrow from the concept above.

Drop your work at local used bookstores and thrift shops.

You may be surprised who may/will stumble across your work.