Why Mail Matters: Express

In the man bites dog tradition, Express announced this week that it will mail its first catalog.  That's right, its first catalog.  The print catalog will have a digital counterpart, but Express's decision to use a print catalog illustrates that brick and mortar retailers realize to get their web sales juiced they have to use mail as web based advertising is not enough to get web-based sales.

Express is a specialty apparel and accessories retailer of women's and men's merchandise, targeting the 20 to 30 year old customer. The Company has over 30 years of experience offering a distinct combination of fashion and quality for multiple lifestyle occasions at an attractive value addressing fashion needs across work, casual, jeanswear, and going-out occasions. The Company currently operates 599 retail stores, located primarily in high-traffic shopping malls, lifestyle centers, and street locations across the United States and in Puerto Rico, and also distributes its products through the Company's e-commerce website, www.express.com.