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COMING OUT PARTY: Express is being especially extroverted this holiday season. The retailer, which has never been shy about flaunting its stuff, launched a trifecta of marketing initiatives that include its first-ever national TV campaign, largest catalogue at 48 pages and new mobile app. “We keep learning that the more we put the brand in front of the customer, the more often she comes in,” said Lisa Gavales, executive vice president and chief marketing officer of Express Inc. The specialty chain bought time on four networks that target its 18- to 34-year-old core demographic — ABC Family, E network, MTV and VH1. A five-week flight kicked off on shows such as “90210,” “Gossip Girl,” “One Tree Hill,” “Life Unexpected,” “America’s Next Top Model,” “Nikita” and “Smallville.” “Dashing, Dancing, Prancing…Vixen,” a theme for the holiday, refers to flirty, festive LBDs for women and a velvet one-button jacket for men and appears in TV spots, a look-book-style catalogue shot by Patrick Demarchelier and Greg Kadel and a new mobile commerce marketing site, m.express.com, billed as “fashion’s sexiest app.” But all is not superficial on the mobile app for Android and Blackberry; they include real-time promotions, new arrivals, account and wish list functionalities and Proximity Perks, as well as geo-targeted promotions.
— Sharon Edelson