Industry Eye: Prospecting - Chico's, Donnella's Closet, Maryland Square

Chico's also blitzed the print media in such magazines as O, the Oprah Magazine; Vogue; Southern Living; and Cooking Light.

Using the same elegant model (pictured) in both the TV spots and space ads, the campaign is "about making an impression of our brand image," says Robert Atkinson, Chico's vice president of investor relations. Both the TV and print ads clearly show Chico's web address; in fact, it's the last image shown in the commercials. "That's not just led to increased traffic to our website," he says, "but also actual conversions." —Paul Miller