Express, a division of Limited Brands (Columbus, Ohio), will launch its first national television advertising campaign on July 29, in order to build stronger awareness of its dual-gender brand and denim fashions. Last year, Limited began transitioning Structure to Express Men's, an extension of the Express brand made especially for men, with a new image and identity.
The series of nine television advertisements will focus on denim and be supported by a national print advertising campaign featuring the tagline: “Express Jeans … for women and men.”
Both the television and print advertising campaigns reflect the evolution of Express and the role of denim in the brand's fashion offerings. Later this month and in early August, Express plans to open dual-gender stores that will carry men's and women's merchandise under the Express label. The stores will share a joined denim area, where both men and women can shop for jeans.
The 30-second television commercials communicate Express'dual gender evolution by featuring a young married couple and other young, urban-edged men and women who talk about love and their relationships while wearing some of Express'new denim fashions.
According to Ed Razek, president and chief marketing officer, “These advertisements enable us to enhance the awareness of Express while further cementing our reputation as the denim destination for urban-minded young women and men.”
Complementing the television commercials will be print advertisements, which will appear in fashion magazines in August and September.
Limited Brands, through Victoria's Secret, Bath & Body Works, Express, Express Men's, Lerner New York, Limited Stores, White Barn Candle Co., aura science and Henri Bendel, presently operates 4564 specialty stores.