Express: fashion for the sexy, sophisticated… and stupid?
I won’t lie, I’m a fan of Express. It takes a little effort on my part, but there’s always something to be found that isn’t too douche-y while adding a hint of sophistication to my lanky, awkward frame. Yet I’m beginning to worry I’m not the store’s target clientele. Rather they seem to be catering to a far dumber demographic. I’ve noticed previous sales messing with ratios, but it seems to be getting worse.
Case in point:
This is from a recent Express email. I get the “bigger is better” mentality, but it’s a bit much when they even size the font to try and suggest $40 of $150 is the greatest deal. Even without running the percentages, a savvy shopper would hopefully notice that if you combine this with the free shipping deal from the exact same email, buying three orders of $50 would save you $60 total ($20 off $50 times 3 is $60 off $150). Sure this supports the economies of scale theory, but only in the most perverse way possible.
If we run the numbers quickly we get:
- $20 of $50 is 40% off
- $30 off $100 is 30% off
- $40 off $150 is 26.7% off
Buy more, save less!
If anyone knows someone at Express corporate, I’d really like to find out if this marketing tactic is actually working. Alternatively, I may support this as a strange way of dumber shoppers subsidizing intelligent customers.
Update: Featured on Lifehacker… awesome
Update: My original point was that if you bought $150+ worth of clothing, you’d just be obtuse not to break your order into as close to $50 increments as you could. A couple of commenters raised a good point, the one instance worth further consideration is when you buy one item that is $100 or $150. In that case, well, it just kind of sucks that your discount is a lower percentage just because you bought more.