EXPRESS x RACHEL ZOE COLLECTION

Goal: Drive women’s consideration and men’s awareness through a long-term talent partnership that would position the brand as a styling destination.

What: Express entered into a year-long brand partnership with global fashion authority, Rachel Zoe. The partnership was brought to life through campaign content, media coverage, IRL events and product collaborations pulsed throughout the year. The campaign ran across brand, talent and paid channels.

When: Full Year 2022

KPIs: Impressions, Social Video Views, Demand

Results: 44B Impressions, 5.4M Video Views, $3M+ Demand

ZOEASIS

Goal: Launch the Express x Rachel Zoe collection by creating a memorable experience for consumers that connects the brand to the festival customer mindset moment.

What: Express activated at ZOEasis, a Coachella-adjacent event hosted by Rachel Zoe and The Zoe Report, allowing attendees a sneak preview of the Express x Rachel Zoe collection. Attendees were invited to preview the collection in the Express Style Studio, gifted an Express accessory and enjoyed a mimosa. We also had email capture on-site to alert attendees when the collection drops.

The event was attended by 400 industry insiders including Rachel Zoe, Olivia Culpo, Nicole Scherzinger, Keke Palmer, Ava Phillippe, Behati Prinsloo, Tom Sandoval and more! Editors from The Zoe Report (Kathy Lee), People Magazine (Lanae Brody) and NYLON (Alyssa Vingan) also attended and previewed the collection.

When: April 2022

KPIs: Impressions, Social Video Views, Traffic

Results: 3B Impressions, 2.1M Social Video Views, +45% Traffic Increase to RZ Collection page

CURATEUR JETSET SUMMER

Goal: Generate buzz and offer VIP influencers a unique branded experience (with a lot of content creation opportunities!) to launch the Express x Rachel Zoe summer collection.

What: Express partnered with Rachel Zoe to co-host the CURATEUR JetSet Summer dinner at Moby’s in East Hampton. Event attendees included Rocky Barnes, Victoria Justice, Maddy Grace, Janelle Lloyd, Andi Dorfman and more! Guests were styled by Rachel in Express and gifted a branded box housing an Express gift card with a QR code linking to Rachel’s curated collection on Express.com. There was also a fashion illustrator on-site sketching the fashionable attendees’ looks on Express branded paper.

When: July 2022

KPIs: Impressions, Social Video Views

Results: 7.5M Impressions, 190K Video Views