• The target market for Express clothing company is directed towards young adults wanting sexy yet sophisticated looks for both work and the weekend

• The typical customer for Express is “specifically the teenage female to the middle aged woman

• The Express Company targets men and women between the ages of 18 and 34

• Express clothing is made to appeal to all different ethnic backgrounds including Caucasian, African American, Asian, Hispanic, as well as many others

• The group of people shopping at Express is the young adults who are successful but who also love the nightlife

• Target Gender: Females– Females- 60%– Males- 40%

• Target Age Group: Young Adults– Children (Ages 3-12)- 1%– Teenagers (Ages 13-17)- 12%– Young Adults (Ages 18-34)- 53%– Adults (Ages 35-49)- 24%– Seniors (Ages 50+)- 9%

• Target Race (Based on statistics): Caucasian– Caucasian- 55%– African Americans- 11%– Asian-20%

» Asians are the largest demographic of online consumers– Hispanic- 13%– Other- 2%

• Target Income: Affluent– $0-30K- 17%– $30-60K- 26%– $60-100K- 31%– $100k+- 25%

• Target Education Level (Based on Statistics): No College– No College- 45%– College Graduates- 43%

» College graduates are the largest demographic of online consumers

– Graduate School Students- 12%

• To improve productivity and establish EXPRESS as one of the leading companies in the fashion industry

• To expand the percentage to more of the target market which is roughly 18-40 and more of the laid back or business casual status

• To increase the percentage of men who shop at EXPRESS• To strike above or at least obtain the same level as our

competitors• To expand to all ethnicities • Establish December and January as our crunch months to main

stream advertisements so that the peak months can continue on past January

• To send out flyers to people outside of the target market so that people will get intrigued and want to visit the store in hopes of actually purchasing something

•H & M•American Eagle•Forever 21•Cache

•Cache

•American Eagle

•Forever 21

•H&M

• The Internet: – Email Advertisements– Banners Advertisements

on Facebook and Twitter• Print media:

– Magazine Advertisements in magazines such as Cosmopolitan, Seventeen, etc.

• Outdoor Advertising:– Billboards in major cities

• Television – $200,000 for one 30-second commercial (during prime-time)• Direct Mail - $1,500 for 1,000 4x6 postcards (includes postage)• Radio - $90 to $120 per week on a rotator (prices higher if time slots for ad are

selective)• Magazines - $1,200 to $5,000 per month or per issue (depends on ad size and

demographics)• Outdoor (billboard) - $3,000 to do artwork and install media on billboard; rates

depend on impress level, ranges from $5,000 to $500,000 (the higher the qualify of the artwork and the larger the demographic group, the higher the price); minimum contract is 16 weeks

• Online - $0.60 pay-per-click or $1,200 - $1,800 a month for aggressive campaigns (does not include search engine optimization) or $200 to $1,200 per year per banner ad on websites

Total: $450,000*Note: Prices reflected are negotiated prices for a 12-week campaign

Enigma Ad Agency’s “EXPRESS Yourself” Campaign

• About us. (n.d.). Retrieved April 19, 2010, from Forever 21 Inc.: http://www.forever21.com/forever/about.asp

• Company Profile. (n.d.). Retrieved April 19, 2010, from Cache: http://www.cache.com/cache/control/aboutus-company-profile

• Express.com. (2010). Retrieved April 7, 2010, from Quantcast: http://www.quantcast.com/express.com#demographics

• Mitchell, N., Moriarty, S., & Wells, W. (2009). Advertising Principles and Practice.

Upper Saddle River, New Jersey: Pearson Prentice Hall.• Our Markets. (n.d.). Retrieved April 19, 2010, from H & M:

http://www.hm.com/us/abouthm/ourmarkets_bestlocation.nhtml• Rosenberg, R. (2001, April 3). Memo. Retrieved April 18, 2010, from

http://74.125.155.132/search?q=cache:hjnL0LPvMrEJ:oak.cats.ohiou.edu/~rr 255899/cluster/markets.doc+express+fashions+target+customer&cd