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11/05/2021

Express recruits brand ambassadors

Dan Berthiaume
Senior Editor, Technology
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Rachel Zoe, lead style editor, Express Inc. Community Commerce program.

A fashion apparel retailer is training style-conscious consumers to promote and sell select merchandise.

Express Inc. is nationally rolling out a new program called Community Commerce. Initially launched as a pilot in July 2021, the program brings together a group of style experts called Express Style Editors, who receive product information and education, personal coaching, and ongoing mentorship.

A dedicated platform enables style editors to style, sell and earn commission on specially designed seasonal collections. Through a customized app, style editors select their favorites from an assortment of exclusive pieces and curate their own storefronts that link to their personal social media accounts. Style editors can also host meet-ups and styling events at Express stores to create personalized customer experiences in a physical environment.

Express has also named global fashion influencer Rachel Zoe as the program's Lead Style Editor. In this role, Zoe will provide other style editors with tools and information, and will help Express create exclusive curations and design collaborations beginning later in 2021. Zoe will debut her specially curated collections starting in December 2021, and the first exclusive design collaborations in Spring 2022.

Zoe will additonally help recruit, guide and mentor Express style editors, and the top-selling style editors may also have the opportunity to attend an exclusive meet and greet with Zoe at an upcoming Express photoshoot as part of a sales incentive program.

“Rachel Zoe shares our view that fashion can serve a higher purpose, and as Lead Style Editor, her own story will help to encourage many of our customers to follow an entrepreneurial path grounded in sharing their style and creating confidence,” said Sara Tervo, executive VP and chief marketing officer at Express. “As we continue to advance our ‘Expressway Forward’ strategy, we are so excited to rollout our Community Commerce program and build a national network of style enthusiasts.”

“I believe that style has the power to define who we are, and I am beyond excited to partner with Express and help deliver their brand purpose to create confidence, and inspire self-expression through fashion,” said Rachel Zoe. “As the Express Lead Style Editor, I look forward to engaging with the Company’s innovative Community Commerce platform and being a part of the next generation of stylists' fashion journey by sharing my story and bringing my own sense of style and passion for design to Express.”

The Express Community Commerce program is a component of the company’s drive to deliver a goal of $1 billion in e-commerce demand by 2024. Express has been working to transform its business, with an increased emphasis on digital sales, product extensions and expansions and a relaunch of its loyalty program. It also is opening smaller stores.

[Read more: CSA Exclusive: Creating online impact with social influencers]

Express operates over 500 retail and factory outlet stores in the U.S. and Puerto Rico, as well as an online store. More information on the Express Community Commerce program, including how to become a style editor and how to download the program’s app, can be found here.