Express: The Brand Story
Express is a specialty apparel and accessories retailer for women and men, targeting consumers 20 to 30 years old. Launched by Limited Brands in 1980, Express operates 630 stores throughout the U.S., Canada, and Puerto Rico selling trendy private-label merchandise styled to have an international influence and modern appeal. The Company's retail stores are located primarily in high-traffic shopping malls addressing fashion needs across work, causal, jeanswear and going-out occasions.
The Company prides itself on having over 30 years of experience offering unique fashion and quality for multiple lifestyle occasions. The current CEO, Michael Weiss, joined the brand in 1981 when it focused only on women's clothing. Weiss helped develop the men's fashion line into its own brand called Structure in 1989. In 2001, Express reinvented itself to be a dual gender brand with "Express Men" and sold Structure to Sears. Express was taken public in 2010 by the private Equity firm Golden Gate Capital.
By 2012, both Limited Brands and Golden Gate sold its remaining ownership interest in the Company and no longer are a related party. The retail chain's international footprint is growing in the Middle East and Latin America and operates a growing online business.
The Company prides itself on having over 30 years of experience offering unique fashion and quality for multiple lifestyle occasions. The current CEO, Michael Weiss, joined the brand in 1981 when it focused only on women's clothing. Weiss helped develop the men's fashion line into its own brand called Structure in 1989. In 2001, Express reinvented itself to be a dual gender brand with "Express Men" and sold Structure to Sears. Express was taken public in 2010 by the private Equity firm Golden Gate Capital.
By 2012, both Limited Brands and Golden Gate sold its remaining ownership interest in the Company and no longer are a related party. The retail chain's international footprint is growing in the Middle East and Latin America and operates a growing online business.
Express position's itself as a high-quality fashion retailer yet their clothing and accessories are affordable for the average-income consumer. The content in these ads that were used in a previous Express campaign perfectly illustrates the message Express is conveying with their brand; that you can express your own perspective of style and fashion. In this campaign, Express uses quotes from prominent figures in the fashion industry to represent their high fashion brand.
A brand is not merely a product, it's the feeling a product evokes. Express evokes feelings of individuality and expressionism combined with art and fashion that which creates the proprietary visual, emotional, rational image that people associate with the brand. Fashion is one of the most emotional purchases. This emotional relationship with the brand is what makes it so powerful; Express's brand strength is due in part to the meaning that it creates with consumers. Express has financial value because they have created assets in the minds of consumers. These assets are brand awareness, beliefs of exclusivity, and superiority of some valued benefits as well as emotional bonding. Express has created positive perceptions in the mind of the consumer that has lead to brand loyalty and advocacy. Express is an associative network comprised of the brand name, visual images, user associations, product attributes, benefits, and values as well as places and occasions of usage. Attributes of Express products are assumed to lead to various consequences or benefits of product use, which in turn satisfy consumers' values. Young adults are defining themselves by what they wear, and Express is encouraging that self-fulfillment with a message centered around defining yourself with your own style.
A brand is not merely a product, it's the feeling a product evokes. Express evokes feelings of individuality and expressionism combined with art and fashion that which creates the proprietary visual, emotional, rational image that people associate with the brand. Fashion is one of the most emotional purchases. This emotional relationship with the brand is what makes it so powerful; Express's brand strength is due in part to the meaning that it creates with consumers. Express has financial value because they have created assets in the minds of consumers. These assets are brand awareness, beliefs of exclusivity, and superiority of some valued benefits as well as emotional bonding. Express has created positive perceptions in the mind of the consumer that has lead to brand loyalty and advocacy. Express is an associative network comprised of the brand name, visual images, user associations, product attributes, benefits, and values as well as places and occasions of usage. Attributes of Express products are assumed to lead to various consequences or benefits of product use, which in turn satisfy consumers' values. Young adults are defining themselves by what they wear, and Express is encouraging that self-fulfillment with a message centered around defining yourself with your own style.
MY Style - Danielle Archiello
I selected Express as my brand for the deep dive brand analysis because I am an Express shopper. I love the style of their clothing and accessories and their overall brand message. Their apparel is always on trend, unique and depicts a city lifestyle. Express's promotional material has a consistent look and feel that always stays true to the brand. I am connected to the brand because it coincides with my personal style. Express has noticed the value of mobile and is now using it to transform their brand. I stopped purchasing Express clothing as I entered college because lets get real, you're broke when you're in college and I did not have the means to buy their clothing anymore. However, Express's mobile adoption is driving a change for me and consumers alike. Express is connecting with consumers in the mobile space as they place mobile marketing at the heart of their strategy. I feel more relateable to Express now that they are engaging with me on the mediums I love and use the most: mobile and social media. As Express continues to innovate, they are becoming a leader in the mobile space as a specialty retailer.