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Express and Rocky Barnes collaboration

By Kristopher Fraser



Express, Inc. has announced a new collaboration with model, entrepreneur and blogger Rocky Barnes. Inspired by Barnes' own travels and experiences, the new Express x Rocky Barnes capsule collection is for women who are always curious, constantly growing, and not afraid to be themselves.

"I'm excited to unite with Express on a versatile collection that is inspired by the pieces I pull out of my suitcase over and over again," said Barnes in a statement. "I've always had a strong point of view when it comes to my style, and anyone who knows me knows I'm not scared of color or prints. Throughout my life journey, I've learned to be fearless about being myself, and I hope this collection inspires others to do the same, while mixing and matching styles to make them their own."

The collection will be available at over 200 Express stores nationwide and online at express.com/rockybarnes beginning today. Barnes' collection features more than 25 pieces with price points ranging from 40 dollars to 120 dollars. The collection offers mix-and-match dresses, bodysuits, skirts, kimonos, jumpsuits and crop tops.

"At Express, we empower young men and women to pursue what's next in their life journey," said Patrice Croci, vice president of Brand and Performance Marketing. "We believe personal style tells the story of ambition, and Rocky is the perfect example of hard work, creativity and determination. We are thrilled to partner with Rocky, who inspires other women and shows that style and success come from truly being yourself."

Express, like many brick-and-mortar retailers, has been challenged by declining mall traffic. According to The Vault, In fiscal 2017, net sales fell 7 percent to 2.2 billion dollars due to challenging mall traffic trends, hefty markdowns on prices, and an over-preponderance of product choices. Comparable store sales fell 9 percent. Online sales grew 5 percent due to improved website functionality and more targeted marketing. Collaborations are typically a good way to drive traffic and generate sales, and with Barnes 1.6 million Instagram followers, she's poised to be a hit.

photo: via PR Newswire
Rocky Barnes
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