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Class project where I was asked to design a different line of products for an established company or brand that didn\'t stray too much from their core competency. I researched current maternity lines and there were either really expensive, fashionable lines or they were\'t very fashionable and were cheaper in price. So I came up with the idea of Express doing a maternity line that kept their brand image while providing affordable, fashionable apparel to expectant young mothers.
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Presented by: Nicole Bowman
•Headquarters in Columbus, Ohio
•700 stores in U.S.
•Annual net sales over $2 billion
•Known for its Editor pant and Stella, Eva, and Zelda jeans
•2001- Express becomes a dual gender brand
•Clothing is designed in NYC’s Manhattan Flat Iron District
•2007- Express comes under Golden Gate Capital
•Providing fresh, modern, and trendsetting clothing
•Moderate pricing
•Broad range of sizing
•Free shipping on customized orders
•700 stores conveniently located throughout the nation
•Exceptional customer service
•Yet to expand to international market
•No internet or catalog sale availability
•Deep and narrow merchandise assortment
•Lack of media use in advertising and promotions
•More extensive advertising within the media
•Expanding into an international market
•Providing internet sales option
•Maternity or Plus Size
•Increasing global competition
•Domestic competition
Target Market: Expectant and New Young Mothers
Provide a trendy, fashionable and reasonably priced maternity line for the business sophisticate and social maven
74%
21%
5%
In surveying 100 expectant and new mothers, we found that 74% felt a strong need for moderate, fashionable maternity wear.
5%
74%21%
Fall 2007 Color Forecast
Empire Waist Large Knits Pencil Skirts
Provide a fashionable, sophisticated designer brand at reasonable prices for expectant mothers
Button Up Shirt
•Cotton/Polyester/Spandex blend
•Button Up Front
•$50
Editor Pant
•Luxury Stretch Sateen
•Polyester/Rayon/Spandex blend
•Low rise
•Slight flare leg
•$70-80
Chiffon Top
•100% Silk Chiffon
•Thick gathered straps
•Beading on neckline and waist
•$60-70
Pencil Skirt
•Polyester/Lycra blend
•Slit in front
•Elastic Waist Line
•$55-65
Cashmere Large Knit
•100% angora/ cashmere
•Heavy draping
•Loose fitting
•$80
Wrap Dress•100% Cotton•Empire Waist •Silk Ribbon Tie
•$60
Grecian Empire Cross Drape
•100% Silk
•Empire Waist
•Double lined draping
$150
0%
5%
10%
15%
20%
25%
August October December
Month
% Monthly Planned Sales
September November January
(sales in millions)
$60
$47.5
$27.5
$55
$40
$17.5
Planned Markdowns
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
JANUARY
25.9%
44.6%
9.7%8.9%
7.8%
2.9%
Media Advertising conducted in:
Marie Claire, Cosmo, Self,
Elle, Maternity and Style Magazine,
And Pregnancy Weekly
Television Advertising on:
Lifetime, WE, and Oxygen
Spokes model
Halle Berry