Andrea Benzo Gramcko
REBRANDING R E B R A N D I N G S T R AT E G Y FORECASTING AND BUSINESS TRENDS P R O F E S S O R: D E N I S A NTO I N E S AVA N N A H C O L L E G E O F A RT A N D D E S I G N
Andrea Benzo Gramcko® 2016
The following project was developed for the Forecasting and Business Trends class, part of the Luxury and Fashion Management graduate program at the Savannah College of Art and Design. Produced by Andrea Benzo Gramcko, this book will outline a re-branding strategy for Express, Inc; it will describe the initiatives Express has already taken during the past years, then it will define the business problem, key findings, and the strategy along with the creative proposal.
EXECUTIVE SUMMARY Imagine you are starting your first job, you don’t know what to wear, neither how to style your clothes. Also, the work environment is changing quite fast, and every company has a particular dress code; which can be very confusing. Express offers a great selection of business attire. However, it’s time to give a little twist to the brand. Millennials aren’t feeling that attracted to the brand anymore, despite the marketing and branding efforts with the ambassador’s programs and other attractive initiatives. The new initiative will position Express as a brand of reference in the business attire market. Along with a new creative line, which will bring new designs and edgier cuts to the brand, Express will have an in-store space, the Express Cafe, a shared office area, where clients will be able to work, have meetings, and grab some coffee or snack.
ABOUT Express is a specialty retailer of apparel and accessories for both women and men. Express offers a distinct combination of style and quality at an attractive value, targeting women and men between 20 and 30 years old. Express addresses fashion needs across multiple aspects of their lifestyles, including work, casual, jeanswear, and going-out occasions.1
“Express is the style source for fashion-forward young women and men, for everything from first job interviews to weekend parties. We believe in living for the moment, dressing for the moment and having a strong individual style.“2
1 “Form10-K’’SEC.gov.2018.AccessedMay28,2018.https://www.sec.gov/Archives/ edgar/data/1483510/000148351018000010/expr10-kfy2017.htm. 2 “AboutUs.”Express.AccessedMay28,2018.https://www.express.com/g/about-us.
• Express has data driven processes: Before placing orders, Express tests three-quarters of the merchandise in select stores and online. • Express makes in-season inventory adjustments which allows them to respond to the latest trends • Express’ Featured products are the Editor pant and the 1MX shirt. • On average, customers purchase two to three items per transaction. • Express successfully relaunched their NEXT loyalty program, with significant year-over-year growth in customer sign-ups
HIGHLIGHTS
• Express expanded their omni-channel capabilities through the launch of “ship from store” in 200 stores and the pilot of “buy online, pick up in store” • Express oprimized their retail strategy, closing 38 retail stores and converting another 24 stores to outlets
• Express Introduces New Size Offerings With Express. Your Rules. Campaign. • Privé Revaux Launches At Express “The Affordable Eyewear Line from Jamie Foxx, Hailee Steinfeld and Ashley Benson is Expanding Its Retail Presence at Express • Express Reduced choices and increased depth per choice • Express is Focused on telling more defined fashion stories • Express Successful launch “ship from store” in Q3 2017 and will expand to the majority of retail stores in 2018 • Express Launched pilot of “buy online, pick up in store” in Q3 2017 and will look to expand capability in 2018 • Express has signed sports stars and models to serve as ”brand ambassadors”
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CHALLENGES Express’ costumer also shops at J Crew, Zara, H&M, Forever21, and Banana Republic. The Editor Pant is not that appealing to the target audience, they prefer high waisted models and edgier cuts. 25% of the population from the primary research would buy just accessories at Express, and the 45% would buy business attire. People can relate the brand with negative connotarions such as vulgar and plain. Costumers feel Express is expensive for the quality offered. People don’t understand Express target audience; they feel the brand needs to re-define its concept. People feel the brand is for women in their 40-50s The target audience feels Express designs could be more stylish
INITIATIVE After reviewing and analyzing the primary and secondary research, we determined that Express needs to implement changes to the brand in order to approach their target audience, and increase engagement and brand awareness. The strategy aims to change the core values of Express. Express addresses fashion needs across multiple aspects of their lifestyles, including work, casual, jeanswear, and going-out occasions. We have decided to focus primarly on the work apparel, and leave behind the going-out occasions. There will be an events category, however it will be more professional and elegant.
The initiative will include: 1. Brand extension with an In-store space. This space will be set up as a coffee shop, where costumers will be able to work, have business meetings, conferences and even have a break from their office.
The proposal is an opportunity for the brand to interact with the target audiences, and to create brand awareness. The Cafe/Workspace won’t be located in all of the Express stores; It will be placed strategically in cities and malls close to business areas. The store + cafe will be promoted through direct marketing (E-mail), Social Media and In-store.
New design line: Express needs to bring more attractive designs, especially to the business attire section.
The initiavive will include 3 lines: Business Casual, Color Blocking and Business Formal. Along those collections, Express will continue developing new designs for different categories based on trends reporting, just as they have always done.
Marketing campaign: Along the new collection and cafe express will launch a new campaign with the desings of each line. It will have 3 different hashtags for social media: #BusinessCasualExpress #BusinessFormalExpress #ColorBlockingExpress
#EXPRESS + CAFE
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EXPRESS + CAFE
Express will have a cafe/ workspace integrated with the store. It also will have an open space, depending on the location, which will be pet-friendly, so the target audience can work with the pups. The cafe and the work environment will be interacting with the new line of clothing which will be available for shopping in the store’s cashiers
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NEW LINES
#BUSINESS CASUAL EXPRESS
#BUSINESS FORMAL EXPRESS
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#COLOR BLOCKING EXPRESS
# M A R K E T I N G C A M PA I G N