Retailing
What we have isn?t really a serious ?problem? to the company; rather, it may be an opportunity waiting to happen. Express for Men is doing fine with the work, effort, marketing, and strategic planning they?ve done, but there may be a chance to expand its target market. Like its family store, Limited, they were very successful in what they did for women?s clothing. Following that success what they did was create a way for those similar clothes to be worn by younger women, specifically ages 7-14. So what we are thinking as our ?problem? is that Express for Men doesn?t have a store to fit the younger male. This may be because of two reasons: they basically just started converting Structure stores across the U.S. to Express for Men and haven?t thought about the idea yet, or they don?t see there to be a profitable market. But take this into consideration. Big brothers, athletes, heroes, and fathers are all looked upon by their younger generations, big brothers especially. Now coming from experience, I can say that my little brother always wanted to wear clothes that I did. At that point in my life I was like, ?whatever, leave me alone?.
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