Women

When sales lagged, the business started to alter its mix of clothing and to find items that would appeal to younger women, as noted. The business also decided to test a prototype for the new Express store inside Flatiron district in New York City, and the type of that store has become the norm for ones chain across the country. The store was an 8,500-square-foot space with an off-white and beige interior accented with subtle plaid. The fixtures are polished off-white with silver accents, and also the store has pale tile and wood flooring. The model is minimalist and modern, and this can be a complete departure in the earlier Express stores, identified for their ornate neo-Baroque decor with crystal chandeliers and wood flooring. The business name used to be Compagnie Internationale Express and is now identified merely as Express (Edelson, 1996, 13).

The Express stores started over a fast track inside late 1980s. Limited Express was began in 1980 being a woman's store offering additional fashion-forward solution than The Limited, the existing company. A men's line was added for the mix in 1987, and at that time the company experimented with a number of a variety of formats ranging from all-men's stores to stores carrying many combinations of men's and women's merchandise.

Personal Selling: The individual selling strategy is component from the mix for Express and has been noted around with reference to helping women develop outfits and not merely buy person garments.

 

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