When leadership reached out to a luxury-minded vendor seeking to partner on an ecommerce initiative, it was taken aback when the vendor hesitated due to their negative perception of the look and feel of Express.com. This sparked a need for the company to find out whether this perception was shared by our target demographic, how the site compared to that of other brands, and what should be done to improve brand perception in the eyes of our fashion-minded audiences. What happened next is the planning, facilitation, synthesis, and sharing of this user testing study, which anonymizes and compares Express.com and three other well known brands, ranging from fast fashion to luxury retail. This unmoderated study combines qualitative and quantitative findings to illustrate a nuanced and actionable set of recommendations for design, creative, and merchandising teams impacting Express.com.