Express Shows Its Style for New IPO - Event Marketer

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Express Shows Its Style for New IPO

To celebrate the recent IPO of Express Inc. (a spin-off of fashion brand The Limited) and the clothing company’s 30th anniversary, on May 14 the brand threw a buzz-inspiring fashion show at Experience Square, the outdoor property just outside the New York Stock Exchange.

The show began just after noon when a 20-yard-long elevated runway played host to a parade of top notch models led by supermodel Alek Wek and Victoria’s Secret models Izabel Goulart and Flavia de Oliveira, sporting Express’ new Fall collection. About 5,000 New Yorkers gathered around to watch, ready for the brand ambassadors who were circulating through the crowd, handing out shirts, hats and mystery cards (for discounts from Express worth up to $75) and promoting the new Express slogan “Sexy/Modern/Cool” throughout the day. To make it easier for the crowd to see the models, the NYSE brought in an 18-wheeler with a top-mounted widescreen television, so everyone could see the live feed.

“This is an important time for our brand and our business, and we simply could not pass up the opportunity to showcase Express in a meaningful and memorable way,” Lisa Gavales, chief marketing officer at Express, told Buzz. “We were the first brand to do this in over a decade and seeing 30 years of fashion authority come to life on a runway on Wall Street in front of thousands of New Yorkers was very powerful for our brand.”
 

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