Image and Branding

Express sells both women’s and men’s clothing. Some things they value as a company include their integrity, customer service/satisfaction, passion, performance and creative collaborating. In their About Us section on their website they state, “Express is the must-have sexy, sophisticated fashion brand for work, the weekend, or going out. It’s what’s new and what’s now for young fashion-forward women and men.”

The primary targets are both women and men, but mostly women. Men can be considered a secondary market since many women influence their spouse or family members to styles. Tertiary market can be the general public, for example, if a person needed to pick up a t-shirt, that customer would be considered a tertiary market. Interests that the customers would take to heart are to look sophisticated and confident. Demographics for Express would be stores placed in big cities, and places with busy traffic. The age range for both men and women is 20-35. Psychographics include a variety of lifestyles; active wear, business wear, casual wear, and going out.

Direct competition includes H&M, Guess, Bebe, and BCBG. Indirect competition include H&M because though they sell similar products, their price ranges are drastically different and H&M is more casual while Express targets many lifestyles.

Benefits include celebrity endorsements, like Kate Upton and Stephen Curry. Express also has a customer loyalty program where they offer special rewards and coupons for regular shoppers. They also have an app for mobile devices and are active on social media.

Though Express does not have a brand slogan they have many values and standards they fulfill as an established brand. This could be something that they can develop so customers can identify the brand. I don’t think Express needs this though since they have already established their brand through other outlets such as social media, celebrity endorsements, loyalty programs, and by continuing to fulfill their values.