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Competitive Environment:
Express
PRODUCTS
They sell high-fashion, long lasting clothing that would be competition for American Eagle because of their good reputation and different prices. Express attracts the same market as American Eagle Outfitters for clothing consumers and sells dressier fashions in their stores offering consumers a nicer selection of clothes to choose from.
SALES
Express Inc. reported second quarter net earnings of $21 million, or 25 cents a share, up from $6.9 million, or 8 cents, a year earlier. Revenue increased 11%, to $535.6 million.
POSITIONING
Express wants to be the must-have, sophisticated fashion brand for work, the weekend or going out. Their brand is innovative that takes inspiration from trends all over the world to interpret them in a way that is “uniquely Express”. Their line of clothing is high quality and is mainly at an expensive cost. Their website offers detailed information on the products and is user friendly. Express stores also have the same selection of clothing. They have positioned themselves as sophisticated and high-fashion, which has attracted some of American Eagle’s market because AE does not offer the same high fashion looks for young adults who are looking for something sophisticated to wear that also has a strong brand name.
BRANDING
Express’s bold, large white numbers and its slogan “Express yourself” is well settled in its consumers’ minds. It is the go-to store for young adults when they want something high-quality that is sophisticated and dressy. Express offers a distinct combination of fashion and quality for multiple lifestyle occasions which creates positive in-store experiences for consumers looking for something nice to wear.
ADVERTISING
Express has a wide array of advertisements on TV, billboards, magazines, social media and transit. The company primarily advertises their high-fashion looks, while also promoting the new trends they introduce each season. They connect with consumers on multiple touch points and are easily recalled in consumers’ minds when they are looking for dressier fashions.
PRESS
Express works globally through a partnership with the MGF Touch Foundation, which supports non-profit organizations around the world that work to prevent and end human trafficking. They also partner with Besa, a non-profit organization that connects people with volunteer opportunities in their community. Working with Besa in 2014, their associates worked on 91 project and contributed nearly $40,000 back to local non-profits across the country. They also sponsor a number of events around the country to support the philanthropic philosophy of the company. They also updated their mobile app in September of 2015 to offer an improved mobile shopping experience and smoother navigation through their app.
http://www.wsj.com/articles/express-tripled-profit-in-the-second-quarter-1440590700
https://www.express.com/custserv/about.jsp?pageName=Community