The word 'EXPRESS' in bold white letters on a black background.

Swimwear Relaunch: Made to Make Waves

2022

The Ask

Analysis of adjacent categories and demographic data revealed strong potential in warm-weather, fashion-forward markets. Customers want a versatile design that flatter different body types and clear in-store visibility of the swim line.

How might Express Successfully reintroduce women’s swimwear after years of absence and no sales history, while ensuring the right product, stores, and strategy drive customer adoption?

The Opportunity

The Solution

Pilot the swimwear line in 80 strategically chosen stores with tailored inventory, targeted marketing, and ongoing customer feedback loops. This test-and-learn approach generates insights to refine future launches and establish Express in the swimwear market.

A chart illustrating the customer journey for swimwear shopping at Express, divided into five stages: Awareness, Consideration, Purchase, Use, and Post-Use, detailing actions, thoughts, emotions, and opportunities at each stage.