In a proactive move to amplify online sales, Express is leaning on its affiliate program and Rachel Zoe, a global fashion authority, to enhance its Style Editor program. This collaboration aims to foster personalized relevance and cater to individual preferences.
The move comes as Express is determined to recover from its recent setback, with consolidated net sales decreasing slightly from $1.87 billion to $1.864 billion in 2021, while maintaining unchanged consolidated comparable sales. Although comparable retail sales, which include both Express stores and eCommerce, witnessed a 2% decline compared to the previous year, there was a notable 5% increase in sales specifically from retail stores.
In her role as style mentor, Zoe will collaborate with the brand to expand its Style Editor program, leveraging her fashion expertise and business acumen. She will use her extensive network to attract fresh talent and provide exclusive content and experiences.
“She has been an integral part of our brand the past two years, and one of our most successful partnerships of 2022, with over 40 billion media impressions,” Sara Tervo, executive vice president and chief marketing officer, said in a press release.
Like most affiliate programs, creators, influencers, stylists, and anyone interested in joining the Express Style Editor program can apply to join. Accepted participants can unlock a range of benefits which include earning extra cash and enjoying discounts, having the opportunity to host events at Express stores, gaining access to celebrity stylists for expert guidance, being eligible for incentive trips and exclusive events, and having the flexibility to work on their own terms, anytime and anywhere.
According to a recent report by PYMNTS, establishing relevance with consumers requires brands to showcase authenticity and a unique mission. Brands are adopting a more thoughtful approach when partnering with influencers, moving away from solely investing in highly popular celebrities or influencers.
Instead, many brands and retailers are collaborating with influencers and celebrities who possess expertise in specific fields, such as doctors and specialized experts. This strategic shift aims to foster relevancy and provide educational content to consumers.
An example of a brand collaboration is The Fresh Market’s partnership with Boston celebrity Chef Anna Rossi. As the brand ambassador and spokesperson, Rossi is expected to play a pivotal role in creating recipes, generating lifestyle content, and hosting a monthly shoppable event on The Fresh Market’s website through livestreaming. This collaboration aims to offer customers an engaging and interactive experience, with Rossi showcasing her culinary expertise and providing valuable insights to enhance the brand’s offerings.
The decision to collaborate with niche or specialized influencers stems from the realization that the influencer marketing industry skyrocketed to an astounding $16.4 billion by 2022. Reports indicate that a significant 67% of brands and retailers are keen on increasing their investments in influencer marketing throughout 2023. What’s more, an impressive 23% of these entities intend to dedicate over 40% of their total marketing budget exclusively to influencer marketing endeavors.
See also: How Brands Are Collaborating With Experts, Influencers and Nonprofits to Connect With Consumers
Then there’s Figs, a direct-to-customer (D2C) healthcare apparel brand that disclosed a 61% decrease in customer acquisition costs from 2018 to 2020, bringing it down to $39. This achievement was attributed to the success of its healthcare professional ambassador program, according to its S-1 filing.
“All of our ambassadors are medical professionals, not professional influencers who earn a living by posting selfies,” said Trina Spear, co-CEO and co-founder of Figs, in 2021. “They are real doctors and nurses who work 12- or even 16-hour shifts.”
We’re always on the lookout for opportunities to partner with innovators and disruptors.
Learn More