The Chicks brand

I came across this ad and wondered what they are trying to sell. Without too much elaboration, I guess Chicks is trying to promote a new range of causal wear (fashion ?). They even have a image store in Mongkok. Chicks is known for its cotton and woolen under-wears. Once famous but now their products have become faddish. How do they rejuvenate their brand ? There is no easy answer. But one thing for sure - causal wear will not get them anywhere. They are competing with Giordano, Esprit, U2 and so on. Just by looking at their ad, you can tell they are way behind the competition.