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". But nowadays, this can be used to retailers advantage. Both men and teenage guys are more interested in the style of clothing. So for example, these guys shop for clothing at Express for Men because they want to look good, and feel comfortable (which is the feeling I get when I wear their clothing). So now we have a market of men running around in Express clothing living their daily lives, when in actually, they"re being lookup by many youngster who are thinking, "my big brother (or father) looks really nice today. I wish I could dress like that". This is where our "problem" comes in. If Express for Men were to come out with a store for younger males, then they would have a place to go to get the same clothing their "mentors" look upon. Express for Men has already had a good turnout for profit, gaining 5% over last years second quarter markings.
