Comparing Express and The Limited

In class we were asked to do a brand comparison between two companies using social media platforms in their marketing plan. I found that all though the following clothing companies are marketing to similar target audiences they have distinctly different ways of utilizing Instagram as a social media platform....

INSTAGRAM EXPRESS

Express is still gaining speed on the Instagram platform. The company currently has 21,000 followers and 205 pictures. The EXPRESSRUNWAY Instagram name is accompanied by the description “Style at the speed of life”. This mantra is not also found on its  Official Twitter profile, so customers may be a little confused as to whether or not this is the Official Express Instagram. This account does do an excellent job of engaging followers in liking and commenting on different Express looks and fashion trends. The company posts about two pictures per day to Instagram that generate hundreds of likes. Majority of the pictures feature scenes from different stores across the country, advertising photo shoots, Express fashion on the runway, and expertly placed scenes of New York cityscapes. The Instagram account seems to capture a lifestyle, one that represents what it means to rock Express fashion, live a vibrant city life, and have “style at the speed of life”. 

  

THE LIMITED INSTAGRAM

The Limited Instagram has posted 52 pictures and has accrued just over 2,000 followers. The Instagram profile is very behind in posting, because the last picture uploaded was 3 weeks ago (at the time of writing). There should never be a period when a fashion retail store has not posted an image for three weeks. Usually a new shipment of styles and trends have debuted online and in stores before 3 weeks has passed. The Limited could be using its Instagram account to present the newest trends to consumers. Some of the current posts do not even have an accompanying written description. Most of the posts on their Instagram feature the actual Limited offices or people that work in stores or at headquarters. It is a little strange that there are not a lot of posts featuring the actual clothing that the company sells. This social media platform only seems to serve the purpose of letting the public get to know the workers behind the scenes at The Limited. 

I personally enjoyed Express's take on how Instagram should be used to market to young 20-30 year old adults. They did a great job creating a lifestyle that many young people would love to enjoy. It includes great fashion, friends, a vivacious city and interesting career. The Limited Instagram gives you more of a Mom and Pop down home feel that reminds you that the people behind the magic are just like you and me. Which takes away some of the mystique if you ask me. I do not really want to know how The Limited office have been redecorated, I want to know how I can integrate The Limited apparel into my life!