Express may not have the cachet of power brands like Nike and Under Armour, but the specialty retailer of clothing for consumers ages 20-30 thinks it has elevated its image among millennials using some of the same marketing tactics.
Express has signed sports stars and models to serve as “brand ambassadors,” a
variation on the promotions used by such sportswear giants as Under Armour and Nike. The
effort may never become part of the public conversation like Nike’s
famed “Air Jordan” campaign featuring basketball great Michael Jordan,
but it is unusual for fashion retailers to employ the move.. . . more