Kudos to Express for doing a really nice job of integrating with Facebook.

Beyond having a nice call to action in their normal emails; they have used Facebook in the following ways:
• Utilized Facebook Events to publicize upcoming sale promotions (e.g. This Saturday and Sunday Friends and Family Sale)
• 5 published videos
• 8 posted albums featuring new fashion and over 375 fan photos wearing Express merchandise
• Usage of the Fan page discussion boards

And they have over 20,000 Facebook fans.

Take a look at their Facebook call-out: