I chose Express not because I dislike or like the brand but because I used to work for the company. I thought that maybe since I was an employee there at one time it would give me a little more insight into the true identity of the brand. The following is the core identity of Express:
Value offering: great sales, consistent deals and coupons sent out to loyal customers
Apparel Quality: descent quality clothing, appropriate for price paid
Service: upbeat, "fashionable" employees. Music is always loud and usually what is very popular at the time
Users: fairly wide age range, 15-30, mostly women who may of just graduated college; young professionals. College aged women looking for "party" outfits.
Express is meant to be a fun shopping experience. Friendly sales associates are always eager to help customers. The brand offers flirty and new apparel at a price that can reach a lot of shoppers.
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1 comment:
you have not really analyzed the brand from a marketing perspective more from a retailing perspective. what is the value proposition? check the course documents and see what the previous class has done on Express.
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