Express 2012 Annual Report Download - page 7

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DRIVE PRODUCTIVITY
We drive productivity and profitability by honing our
Go-to-Market strategy and entering new categories, such
as watches and personal care. Our men’s watch line went
from 50 to 500 stores last September, and last October,
we launched women’s watches in 500 stores.
THE FOUR PILLARS OF GROWTH
OPTIMIZE REAL ESTATE
We strategically place new stores in malls and other locations
frequented by our target demographic. Additionally, we expand
certain stores in key malls, which are retail and social hubs. With
a more impactful presence, we continue to drive productivity
while simultaneously enhancing our brand recognition.
GROW E-COMMERCE
A dynamic website and social media presence is driving rapid
e-commerce growth, with 2012 sales from that channel reaching
13% of net sales. Active on every major social media platform,
we increasingly customize our communications to encourage
ongoing engagement with the Express brand.
EXPAND INTERNATIONALLY
The Express brand resonates abroad. Last year, we expanded
in the Middle East and entered into agreements with two new
Latin American franchisees, leading to our first store openings
in Mexico, Panama and Peru.