Fashion apparel retailer Express, Inc. on Thursday (Nov. 4) expanded its Community Commerce program across the U.S. and added fashion designer Rachel Zoe as lead style editor for the initiative, just months after launching a pilot of the project.
Zoe will offer Express style editors expertise and tools, and her style knowledge will begin influencing the retailer’s collections later this year, the company said in a news release.
“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 vice president and chief marketing officer at Express, in the company announcement.
The Express Community Commerce program gives product information and education, personal coaching and ongoing mentorship to a team of Express style editors, who design, sell and earn commission on seasonal collections through an exclusive platform.
Style editors also pick their favorite designs on a customized app and create their own storefronts linked to their personal social media accounts. They also host meetups and styling events at Express stores.
“As we continue to advance our EXPRESSway Forward strategy, we are so excited to roll out our Community Commerce program and build a national network of style enthusiasts,” Tervo said.
Top-selling style editors can meet Zoe at a future Express photo shoot through a sales incentive program. Zoe’s curated collections will debut in December, and her design collaborations will be released in the spring of 2022.
“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 Zoe in the Express announcement. “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 journeys by sharing my story and bringing my own sense of style and passion for design to Express.”
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