How AreAscena Retail Group Inc(NASDAQ:ASNA), Chico’s FAS, Inc.(NYSE:CHS), and Express, Inc.(NYSE:EXPR) Employing Different Advertising and PR Strategies?
New York, NY – GDP INSIDER – 10/09/2014.
This article discusses three companies that mostly sell products to women: Ascena Retail Group Inc(NASDAQ:ASNA), Chico’s FAS, Inc.(NYSE:CHS), and Express, Inc.(NYSE:EXPR).
Ascena Retail Group Inc(NASDAQ:ASNA) is a New Jersey-based company that sells apparel and accessories through its subsidiaries: Catherines, Dressbarn, Maurices, and Lane Bryant. The company is currently engaged in an expansion plan for the latter of its subsidiaries, opening a Cacique Lifestyle store in Jersey City, NJ, a new location at the Outlets in West Palm Beach, FL, and a store in Downtown Summerlin in Las Vegas, NV. Simultaneously, the company is also hosting special events in support of Breast Cancer Awareness Month.
On Oct. 7th, Chico’s FAS, Inc.(NYSE:CHS) announced that its subsidiary, Soma, had released a new fragrance called Enticing. The product’s advertisements feature a pink background with a white center that accents the cursive lettering on the glass container, which also features a pink cap. The press release’s language, which includes words like “femininity”, “curves”, and “romantic”, capitalizes on certain associations that may lead customers to view the product as a way to boost their self-esteem. It appears to be an effective campaign and design.
Express, Inc.(NYSE:EXPR) is a Columbus-based specialty apparel and accessories company that mostly sells to young women and men between the ages of 20 and 30. The Express website features a variety of specialty sales that deduct large percentages from the original cost of a product. The advertising materials tend to feature women with their hair down, which could be creating an association in the customer’s mind between Express products and internal confidence.
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