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Edit Business | Expressions of Boston
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Story In the latter part of 1997, a fifth store was opened in downtown New Haven, Connecticut. This location had a large urban population. After just a few days of doing business it became clear that opening Expressions in urban markets was the correct direction for us. The mall locations were limiting our growth, whereas expansion into urban areas drew our target customers, creating better profits. Between 1998 and 2002, seven more stores were opened, in Pawtucket, Providence and Cranston RI; in Roslindale and Jamaica Plain, MA, and a second location in New Haven. These locations opened as we closed all mall stores. Starting in late December 2003 through today, we have continued our program of expansion, with a total of 25 stores now open or opening soon. We have expanded to Springfield, Worcester, New Bedford, Boston, Cambridge, Chelsea and Brockton, MA; Hartford CT; and additional locations in the Boston and Providence areas. The average store size is 4,000 square feet with a 35 to 50 foot store front. The focus is 70% footwear starting with infants and kids but targeting our core market which is 14- to 24-year-old males. The other 30% of our merchandise is made up of clothing from the top-of-the-line vendors serving our customer base. Expressions’ growth is due to its dedication to providing the newest and latest quality name-brand fashion merchandise, combined with superior customer service and community commitment. Mission Expressions has built a reputation of being the leader of urban fashion in New England because of the product mix that it offers. We strive to meet the demands of our customers by offering the latest and best in urban fashion, as well as maintaining adequate inventory levels to meet the demand. The owner personally spends time on the sales floor listening to customers’ needs and wants. The assortment of merchandise offered is contemporary yet innovative, and projects a young, hip image. With middle to high-end quality footwear and apparel, Expressions is able to capitalize on a difficult and sometimes finicky market. Most retailers do not have the ability, foresight, or courage to take the risks necessary to forge ahead in such a sensitive market. By taking this risk, Expressions has become a benchmark for the hottest styles. Over the years our buyers and owner have developed a strong networking community with similar retailers in other parts of the country. So as something becomes “hot” in one part of the country, that information is shared among the members of the network so everyone benefits. Expressions has one basic requirement of its staff: a teamwork mentality toward serving the customer. We work hard to develop and keep our quality reputation by training and educating our staff in basic selling skills, how to deliver the best customer service, and in product knowledge. We also listen to our staff by conducting regular feedback sessions. Minimal turnover in staff translates into lower overhead and better service for the customer. Our Customers The majority of Expressions customers are located within a 20-mile of radius with the following breakdown: 80% is repeat business 60 % are 14 to 21 years of age 20% are 22 to 28 years of age 10% are 29 to 35 years of age 10% are infant to 13 years of age Buying trends are 90% cash Majority purchase "head to toe" outfits 85% are male and 15% are female The company has a large number of local sports and music celebrity customers who shop with us on a regular basis. Owner Profile Todd Quarles graduated from Framingham State College in 1983 with a Bachelors of Science degree in economics and finance. After graduating, he worked for John Hancock as an account representative selling insurance, annuities, and mutual funds. In 1986, Todd joined Shearson Lehman Hutton, now known as Solomon Smith Barney, as a stockbroker. After a few years of working as a stockbroker he decided it was time to move out on his own and become his own boss. That was when Expressions was formed. He has learned the footwear and apparel market from the ground up, and continues to learn new and different aspects of the business every day. Todd is honored to serve on various vendor boards to help influence the direction and product development of their urban clothing and shoe lines. This creates a positive and ongoing relationship with these vendors, allowing Expresssions to help bring the right products to the customers at the right time. Todd is not only motivated and competitive, but has both the ability to persevere and a burning desire to succeed, which has been the driving force behind Expressions’ enormous success. Products Footwear and clothing lines that are currently stocked include: Jordan Nike Timberland Akademiks Reebok LRG Adidas Rocawear Polo by Ralph Lauren Blac Label New Balance Crooks&Castles Converse Artful Dodger Ugg
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