Express Store The store is Express, part of a chain of

The business is defined as women's apparel retail, and the company is positioned within the larger corporate entity of Limited Inc. to provide clothing to women. Other companies under the Limited Inc. banner include other specialty businesses such as Body and Bath Works and a men's clothing store, Structure. Express had been the star performer among these companies until sales sagged in the mid-1990s, at which time Limited Inc. redesigned the store somewhat in order to appeal to a younger woman and to offer trendier clothing that would appeal to that market. The company posted sales of $1.3 billion in 1992. The store then was focusing on buying more American-made items and was opening or remodeling some 40 stores. Nearly all of the denim Express sells is domestically made. The company wanted to increase domestic purchases of sweaters, T-shirts, and dresses. Express company believed that its success was due to the fact that the chain offered items to build a wardrobe, had a good credit card business, and had merchandise that was tested before it was released to all locations. The company president also cited

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nd with a desire to keep ahead of those changes. During the 1980s, Limited Inc. grew at a compounded annual rate of 60 percent, but sales then declined for a decade, with sluggish earnings at best. In 1995 operating income slid 23 percent through revenues grew 8 percent, and return on assets was an a 10-year low of 6 percent. Some of the company's problems derive from the company's strengths. The company's sourcing and distribution systems are heralded at business schools for being the definitive approach to the logistical problems of retailing, and they stress speed of delivery above all else. However, because of the speed, quality began to slip. There were also pricing missteps. Everything used to be discounted the day it hit the floor, and this further eroded brand image. The company continued to expand, however, and now has over 15,000 stores in 19 different divisions (Sparks, 1996, 36-37). Target Customer As noted, the target customer for Express has changed recently with the decision to gear the stores to a younger demographic. Express has been geared to the women's clothing market from the beginning, and to address the needs of this market, the company has concentrated on improved merchandise quality, faster-tu
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Approximate Word count = 1465
Approximate Pages = 6 (250 words per page)

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