Class project where I was asked to design a different line of products for an established company or brand that didn\'t stray too much from their core competency. I researched current maternity lines and there were either really expensive, fashionable lines or they were\'t very fashionable and were cheaper in price. So I came up with the idea of Express doing a maternity line that kept their brand image while providing affordable, fashionable apparel to expectant young mothers.

1. EXPRESS MATERNITY Presented by: Nicole Bowman

7. EXPRESS Competitors

8. Market Analysis Target Market: Expectant and New Young Mothers Provide a trendy, fashionable and reasonably priced maternity line for the business sophisticate and social maven In surveying 100 expectant and new mothers, we found that 74% felt a strong need for moderate, fashionable maternity wear. 5% 74% 21%

9. Fall 2007 Color Forecast Apparel trends Empire Waist Large Knits Pencil Skirts

10. EXPRESS MATERNITY Provide a fashionable, sophisticated designer brand at reasonable prices for expectant mothers

16. 6 month sales plan September November January (sales in millions) $60 $47.5 $27.5 $55 $40 $17.5

17. Planned Markdowns 25.9% 44.6% 9.7% 8.9% 7.8% 2.9%

18. EXPRESS MATERNITY Media Advertising conducted in: Marie Claire, Cosmo, Self, Elle, Maternity and Style Magazine, And Pregnancy Weekly Television Advertising on: Lifetime, WE, and Oxygen Spokes model Halle Berry