Essentials Pop-Up Closet

Our challenge – To take the essential styles of this must-have sexy and sophisticated fashion brand to the streets of Ottawa and Toronto to promote the opening of new stores and their partnership with the Toronto International Film festival (TIFF).  Of course the project needed to also focus on increasing brand awareness in the competitive Canadian fashion retail market, educating a young and young-at-heart fashion-forward customer base on the brand’s affordable high-style fashion offering and help expand sales opportunities at store level.

The Strategy

With only 3 weeks lead time Midfield had to move quickly to meet critical activation timelines and propel this program to a point where it could launch on-time and to the expectation of key stakeholders. Our approach was to build a larger than life mobile pop-up closet using materials and design elements borrowed from existing EXPRESS store design, putting on display the brand’s must have fashion-essentials. We then leveraged an existing gift card giveaway promotion and high-value catalogue & couponing strategy to entice visitors to make the journey from mobile closet to store so they could take advantage of amazing in-store promotions!

The Experience

The ‘EXPRESS Essentials’ closet became an eye-catching, customer-stopping, backdrop to our rep driven gift card giveaway contest. In addition to shopping our closet for their favourite styles and winning EXPRESS gift cards valued at $25 – $500 dollars, all those who engaged with the brand during TIFF were rewarded with custom “EXPRESS Your Style” cloth shopping bags. Bags were silkscreened live at the event and featured their favourite TIFF event taglines. This strategy successfully had customers walking away from the ‘Essentials’ Pop-Up closet with a better understanding of the EXPRESS brand and it’s fashionable retail offering, It was also responsible for an immediate doubling of daily traffic and sales at all stores within walking distance of the event.

Deep engagements
Bags silk screened
Gift cards prizes given away
Special offers distributed