.express' formula includes smaller stores, an updated assortment, growing the digital business and the return of rental apparel.
After more than a year of lockdowns and lounging at home in sweatpants, consumers are set to make their post-quarantine debuts. And the occasion-based apparel company is ready to capitalize on the moment.
The shift in consumer shopping patterns is the most obvious post-pandemic distinction. In the most recent quarter, denim and basics showed continued strength. That was up until Easter, when vaccinations started to accelerate Stateside and local lockdown restrictions began to ease, driving the need for items such as dresses and men’s suiting right along with it.
Baxter wouldn’t comment on how much of the current business is digital, versus its brick-and-mortar business, but did say that the first quarter’s digital revenues increased more than 40 percent, compared with a year earlier. “We are just beginning to learn what the performance of our stores will be with new product, a completely different product strategy and new marketing to support the product. So we have a lot to learn about the performance of the stores,” Baxter said. “It will really be a great test for us to be able to understand holistically what coming into a market with multiple Express Edit locations could do for us.
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