Shopping at Express
Launched by Limited Brands in 1980, this company is focused on selling trendy private-label apparel and accessories targeted to men and women between the ages of 20 and 30. Express operates more than 625 stores all around US, Canada and Puerto Rico, mostly in malls. But it also sells denim and lingerie and operates a growing online business. Express was taken public in 2010 by the private equity firm, the Golden Gate Capital, and now also operates overseas: franchises operates about a dozen stores in the Middle East, handful Mexico, Panama and Peru. Express relies on a variety of marketing vehicles to increase store traffic and build its brand. These include direct mail, e-mail, and in-store promotions, as well as print, TV, and digital advertising. It also makes use of social networking sites, such as Facebook and Twitter. Express is seeking to grow through a combination of new store openings, growth of its e-commerce operation, and improving sales and margins at existing stores. International growth is key to achieving the company's goal of becoming a successful global brand.