EXPRESS x OLIVIA CULPO COLLECTION
Goal: Drive women’s consideration and brand differentiation by launching a capsule collection co-designed with celebrity talent.
What: Express launched a series of capsule collections in 2019, kicking off with its first collection: Express x Olivia Culpo. The collection was comprised of 32 versatile pieces in bold colors and modern silhouettes. The collection launched online and in 300 Express retail stores.
When: January 2019
KPIs: Impressions, Demand
Results: 68B Impressions, $1.7M+ Demand
PRESS EVENTS
Goal: Generate buzz for the launch of the Express x Olivia Culpo collection.
What: Express hosted a press/influencer breakfast in New York City with 50 top media and influencer attendees. Attendees included editors from WWD, InStyle, Cosmopolitan, Fashionista and Teen Vogue, and influencers such as Candice Huffine, Devon Windsor, Denise Bidot and more!
Express also hosted an intimate influencer dinner in Los Angeles to celebrate the launch Olivia’s network, including Rocky Barnes, Steph Shepherd, Becca Tilley, Cara Santana and Alyssa Lynch.
When: January 2019
KPIs: # of Attendees, Attendance Rate
Results: 75 attendees, 96% attendance rate
AS SEEN IN
CLICK LOGOS TO SEE ARTICLES
CUSTOMER EVENTS
Goal: Give loyalty customers an opportunity to shop Express x Olivia Culpo collection with an elevated in-store experience.
What: Express hosted in-store events in NYC and Los Angeles during launch week. We executed a “pop in” concept with elevated visuals and event layers, including custom coffee and sweet treats, DJs, free custom totes, meet and greet with Olivia Culpo.
When: January 2019
KPIs: Store Traffic, Store Sales
Results: The New York event drove a +600% increase in store traffic and +300% in sales (compared to previous year and previous week). The LA event drove +180% in store traffic and +195% in store sales.
