Express converts influencers into salespeople

Express Inc. is turning its influencer marketing program into a full-fledged social commerce platform. 

The apparel retailer is launching Express Community Commerce, which brings together a network of entrepreneurial style experts called “Express Style Editors” through coaching, education, mentorship, and meetups. The platform gives style editors exclusive access to sell and earn commission on specially-designed, seasonal collections, while providing them with tools to engage and connect with followers.

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

Currently in its pilot phase, the Express Community Commerce program will roll out nationwide in fall 2021. Intended to position the company toward achieving its goal of $1 billion in e-commerce sales by 2024, the program aims to drive increased digital revenue, acquire and engage new customers, and promote the Express brand in a new way.

“We continue to advance the Expressway Forward strategy, and Community Commerce is the next significant step in our transformation,” said Tim Baxter, CEO of Express. “Building upon the strong performance of our influencer marketing programs, along with our brand purpose which is to create confidence and inspire self-expression, Community Commerce will be a powerful and innovative way for customers to engage with Express.”

Additional information will be announced at the company’s Investor Day event in August 2021. 

Express operates over 500 retail and factory outlet stores in the U.S. and Puerto Rico, as well as an online store.