express maternity line
DESCRIPTION
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.TRANSCRIPT
![Page 1: Express Maternity Line](https://reader036.vdocument.in/reader036/viewer/2022062513/5562f8b1d8b42a213b8b5631/html5/thumbnails/1.jpg)
Presented by: Nicole Bowman
![Page 2: Express Maternity Line](https://reader036.vdocument.in/reader036/viewer/2022062513/5562f8b1d8b42a213b8b5631/html5/thumbnails/2.jpg)
•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
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•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
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•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
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•More extensive advertising within the media
•Expanding into an international market
•Providing internet sales option
•Maternity or Plus Size
![Page 6: Express Maternity Line](https://reader036.vdocument.in/reader036/viewer/2022062513/5562f8b1d8b42a213b8b5631/html5/thumbnails/6.jpg)
•Increasing global competition
•Domestic competition
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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%
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Fall 2007 Color Forecast
Empire Waist Large Knits Pencil Skirts
![Page 10: Express Maternity Line](https://reader036.vdocument.in/reader036/viewer/2022062513/5562f8b1d8b42a213b8b5631/html5/thumbnails/10.jpg)
Provide a fashionable, sophisticated designer brand at reasonable prices for expectant mothers
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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](https://reader036.vdocument.in/reader036/viewer/2022062513/5562f8b1d8b42a213b8b5631/html5/thumbnails/12.jpg)
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](https://reader036.vdocument.in/reader036/viewer/2022062513/5562f8b1d8b42a213b8b5631/html5/thumbnails/13.jpg)
Cashmere Large Knit
•100% angora/ cashmere
•Heavy draping
•Loose fitting
•$80
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Wrap Dress•100% Cotton•Empire Waist •Silk Ribbon Tie
•$60
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Grecian Empire Cross Drape
•100% Silk
•Empire Waist
•Double lined draping
$150
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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
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Planned Markdowns
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
JANUARY
25.9%
44.6%
9.7%8.9%
7.8%
2.9%
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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