U.S. clothing retailer Express opens first store in Canada.

Who: An Express Clothing Store.

What: Opens their first store.

When: September 22, 2011.

Where: In Canada (Toronto’s Fairview Mall).

Why: Express views Canada as the ideal expansion program.

How: they have opened their first store in Toronto and plan to head north of the border wirh more.

Express is a U.S. brand and a clothing store to bring its first branch in Canada in Toronto’s Fairview Mall. Moreover, before this year ends, they will have at least five more to come and within five years, they are planning to diversify their business all around Canada. For the outlook of the store, they will “mirror” the merchandise carried in the U.S. Furthermore, their prices are five to six percent higher than what they have in the U.S.

This article relates to the strand “Marketing and Approaches Distribution,” because in Chapter 11.3, is talk about the marketing mix which includes the four Ps. The Express has used all of those four strategies to expand their market. They are working in a merchandising sector where they want to distribute their stores from U.S. to Canada with higher prices. Their promotion is through newspapers, websites, and magazines. Also since this is a branded company, it can leverage its brand equity(use the brand’s solid reputation to expend into other markets) is already ahead other companies. Also as described un retail marketing, the economic scale, especially volume buying will give this company a great price advantage in Canadian (foreign) market.

Source: Money Ville (September 21, 2011)