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July 27, 2021

Express to roll out Community Commerce programme

US apparel retailer Express Inc has announced the launch of Express Community Commerce, a first-of-its-kind social commerce experience for fashion enthusiasts as part of its goal to achieve US$1bn in e-commerce sales by 2024.

By Beth Wright

The Community Commerce programme brings together a network of like-minded, entrepreneurial style experts – called Express Style Editors – through coaching, education, mentorship, and meetups.

Style Editors are given exclusive access to sell and earn commission on specially designed seasonal collections, while providing them with tools to engage and connect with followers.

Currently in its pilot phase, the Express Community Commerce programme is part of the retailer’s Expressway Forward Strategy, falling under its social commerce experience focus. The platform will roll out nationwide this autumn.

Positioning the company towards achieving its goal of $1bn in e-commerce sales by 2024, it aims to drive increased digital revenue, acquire and engage new customers.

“We continue to advance the Expressway Forward strategy, and Community Commerce is the next significant step in our transformation,” says Tim Baxter, CEO of Express. “Building upon the strong performance of our influencer marketing programmes, 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.”

The retailer outlined its three-year corporate strategy, Expressway Forward, which includes a ‘fleet rationalisation plan’ to close about 100 stores by 2022 and a new approach to product, in January 2020.

It focuses on the company’s four foundational pillars of product, brand, customer and execution, how the brand strives to be consistent with engaging with customers across women’s and men’s apparel, across channels and communication touchpoints.

Launched in 1980, today Express operates more than 500 retail and factory outlet stores in the United States and Puerto Rico, as well as an online store.

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