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Presented by: Nicole Bowman

Express Maternity Line

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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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Page 1: Express Maternity Line

Presented by: Nicole Bowman

Page 2: Express Maternity Line

•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

Page 3: Express Maternity Line

•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

Page 4: Express Maternity Line

•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

Page 5: Express Maternity Line

•More extensive advertising within the media

•Expanding into an international market

•Providing internet sales option

•Maternity or Plus Size

Page 6: Express Maternity Line

•Increasing global competition

•Domestic competition

Page 7: Express Maternity Line
Page 8: Express Maternity Line

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%

Page 9: Express Maternity Line

Fall 2007 Color Forecast

Empire Waist Large Knits Pencil Skirts

Page 10: Express Maternity Line

Provide a fashionable, sophisticated designer brand at reasonable prices for expectant mothers

Page 11: Express Maternity Line

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

Page 12: Express Maternity Line

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

Page 13: Express Maternity Line

Cashmere Large Knit

•100% angora/ cashmere

•Heavy draping

•Loose fitting

•$80

Page 14: Express Maternity Line

Wrap Dress•100% Cotton•Empire Waist •Silk Ribbon Tie

•$60

Page 15: Express Maternity Line

Grecian Empire Cross Drape

•100% Silk

•Empire Waist

•Double lined draping

$150

Page 16: Express Maternity Line

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

Page 17: Express Maternity Line

Planned Markdowns

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

JANUARY

25.9%

44.6%

9.7%8.9%

7.8%

2.9%

Page 18: Express Maternity Line

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