Chico's FAS Inc. (Fort Myers, Fla.) is seeking an official partnership with Debbie Phelps, mother of Olympic medal-winning swimmer Michael Phelps.
Debbie, captured frequently in the stands as her son turned in his record-setting performance, has been wearing Chico’s garb throughout the games. She is evidently a loyal Chico's customer, though not an official endorser.
As a result, according to USA Today, Chico’s has been swamped with demand to buy Debbie's fashions. “Customers have been coming in and asking for what she's wearing,” says brand president Michele Cloutier. “They're saying, 'I want that jacket,' and they can describe it perfectly.” So Cloutier says Chico's is “working closely with [Debbie Phelps’] management team for an official partnership.”
Chico's didn't give Debbie a discount on her Beijing wardrobe, though it did send her a $100 gift card and a note to say good luck before she left. But now, even without a formal deal, Chico's website is touting the chain's role as her dresser. Chicos.com prominently displays a photo of her with a link to an area with items under the name “The Debbie Phelps Collection.” That page shows examples of shirts, jackets, pants and jewelry she took to China.
Since her return to the U.S., Phelps has been seen in Chico's fashions when she was interviewed this week for TV shows including “Good Morning America” and “Access Hollywood.” She also donned a black and gold jacket from Chico's for a Johnson's baby brand ad shot on Tuesday that will air during the closing ceremony.
Phelps, a 57-year-old Maryland middle school principal, falls into Chico’s baby boomer demographic. “She completely articulates who we are as a brand,” Cloutier says.