There are advantages for legacy retailers to launch digital-first brands. UpWest provides an opportunity to completely set the brand message, merchandise and experience without being shackled to Express. I think this is a smart play for Express. As far as the brand promise is concerned, it has to be more than just words – it’s not just what they say, it’s how they act that will matter. Time will tell if their brand message sustains and resonates with the target audience.

The obvious advantage is low cost to enter, especially if leveraging the supply chain and back-office resources of the parent company. I was interested to hear it was Shopify that was the e-commerce platform vs. the enterprise e-commerce tool that Express uses. I for one love this idea of spinning up micro-brands under the main brand, but at the same time question whether this is a little “off-brand” for Express. I think a company like Gap Inc. has a little more latitude to create and launch a brand like this. I’d even think someone like Eddie Bauer may do something similar to this. When I think of Express, I think of fitted shirts and pants. A relaxed comfort brand (especially in the same store), for me (as a Millennial) doesn’t jive with the main brand. All that is to say, I think this would have to simply be another brand in the portfolio, and trying to cross this brand in the future into an Express store likely will produce a disconnect with the consumer while… Read more »

Theoretically, UpWest provides Express an opportunity to connect with consumers in a way that it is not able to do through its traditional ranges or stores. That said, having reviewed the collection I don’t see it as particularly special: it’s alright, but it doesn’t stand out in a what is a very crowded and competitive marketplace. And of course, other than allowing Express an opportunity to experiment and test new ideas, it does very little to fix the issues within the company’s main proposition. Indeed, if the main business worked properly then, arguably, this venture would not be necessary.

This sounds like the established retailer and the pop-up are both exercising some very pragmatic efficiencies. The retailer gets to launch a brand extension with minimum investment and the pop-up gets to their (presumably) target customer in a faster and less expensive way than if they did it on their own. Great learning opportunity for both businesses. Next question — are they dating, or engaged or halfway down the aisle already? Curious how this will play out under different possible outcomes.

They certainly have checked most of the boxes to be appealing to the Millennial generation – wellness, community giving back, lifestyle. I don’t think most customers will even know it is an Express brand and therefore won’t associate it with a “legacy” tag. The built out supply chain and store network I think will serve as an advantage. Now they have to get the merchandise mix and marketing right – without that, there is no brand.

Digital first is usually best for new brands (with few exceptions) since it’s a lower barrier to entry and there’s so much data available to understand where to put eventual stores, how they should be merchandised, etc.

I like the UpWest positioning; if Express can develop a separate brand/company culture for UpWest, it stands a good chance. However, it has to be real for the people that work there and not simply a marketing gimmick.

Digital first and pop-up stores offer established brands a perfect venue to test new product concepts and new brands efficiently and cost effectively. Express’ focus on purpose-driven and wellness is not a new concept, but it is a hot trend. Finding a way to be truly unique and appeal to consumers’ emotions will be key to making this a successful business. For now, it is a pilot that is worth trying.

While Express has checked off all the boxes we think Millennials want — comfort AND CBD? Sign me up! — the one UpWest might be missing is the most important to thoughtful world-weary consumers: authenticity.

I might be overestimating the cynicism today’s consumer, but the brand sounds like a pastiche of other brands’ successes. The foundation doesn’t sound that different than a standard corporate philanthropy program — donations — and a Chief Comfort Officer? *cringe*

I applaud the effort and experiment, but my gut tells me this will fall flat with consumers. I hope they give it time to find its footing with customers and listen to them. They have an opportunity to let their customers help them craft the brand they want.

It makes total sense to diversify and create a separate brand. It allows the brand to form a separate identity organically, not restricted by the boundaries of Express. UpWest’s positioning is soft, subdued, trying to appeal to a certain demographic with charity messaging, and unlike Express. So that in itself is a valid reason to create a separate brand and associated identity.