What's Happening?
Express, the fashion retailer, has announced the relaunch of its popular 'Love' and 'Loyalty' fragrances, which were discontinued approximately two decades ago. The decision comes after persistent demand from customers, who expressed their desire for
the return of these scents through various channels, including Reddit threads, social media posts, and direct requests to the company. Joe Berean, chief marketing officer of Express, stated that the strong connection customers had with these fragrances, often linked to memory, inspired the brand to bring them back. Notably, the relaunched 'Love' and 'Loyalty' fragrances retain their original formulas, with 'Love' featuring juicy fruit notes over cashmere woods and 'Loyalty' offering seawater and crisp lavender. In addition to the classics, Express is introducing three new scents—'Live,' 'Luxe,' and 'Legacy'—and four gourmand body mists: Velvet Latte, Velvet Coconut, Velvet Chantilly, and Velvet Marshmallow. The collection is priced between $16 and $49, with discovery sets also available.
Why It's Important?
The relaunch signifies a strategic move by Express to re-engage with its long-standing customer base while also attracting a new generation of consumers to its fragrance category. By bringing back beloved products, Express leverages nostalgia and existing brand loyalty, which can be a powerful driver for sales and customer retention. The emphasis on retaining original formulas directly addresses customer desires, reinforcing brand trust and authenticity. Furthermore, expanding the fragrance line with new scents and body mists allows Express to cater to a broader range of preferences and occasions, positioning fragrance as a key component of personal style. This initiative also extends Express's 'Dress to Express' platform beyond apparel, integrating fragrance as a 'finishing touch' that completes a look, thereby enhancing the overall brand experience and potentially increasing average transaction values.
What's Next?
Express plans to position fragrance as a long-term category with significant growth potential, indicating that this relaunch is not a one-off event. The brand intends to introduce more fragrances in the spring, suggesting a continuous expansion of its scent offerings. The company will continue to monitor customer feedback to inform future product development and understand evolving preferences. The timing of the launch, just before the holiday gifting season, is strategic, as fragrance is often considered a personal and thoughtful gift. This initial push aims to capitalize on seasonal demand while establishing fragrance as an everyday lifestyle product for consumers throughout the year. The 'Finish With Fragrance' campaign, featuring various creators, will further promote the new collection and integrate it into contemporary fashion narratives.
Beyond the Headlines
This move by Express highlights a broader trend in retail where brands are increasingly recognizing the emotional and sensory connections consumers have with products, particularly fragrances. The power of scent to evoke memories and influence mood makes it a potent tool for brand building and customer loyalty. By reviving discontinued items based on consumer demand, Express demonstrates a customer-centric approach that can foster deeper engagement and community around its brand. This strategy also underscores the value of heritage products in a fast-paced retail environment, where nostalgia can be a significant differentiator. The integration of fragrance into the 'Dress to Express' platform reflects a holistic view of personal style, suggesting that fashion retailers are moving towards offering complete lifestyle solutions rather than just apparel, thereby creating more immersive and cohesive brand experiences.
