Jenn McClain

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

Chico's was a company in transition at the end of 2009. It was coming off a turnaround year that had seen its net sales grow 8.3 percent, comparable store sales increase 6.1 percent and direct sales jump 39.3 percent. But the women's apparel retailer believed there was more market share for it to grab, particularly online. The challenge was to drive awareness for its three brands, each of which was evolving in its own right.

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