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Express’ Spring campaign looks to inspire through digital, social

express

Karlie Kloss features in Express' campaign

Fashion retailer Express, despite weathering a few rough fiscal years, is staying positive in its new Spring campaign, which includes digital and social engagements of campaign content geared toward millennials.

The new brand platform will look to celebrate the customer who is progress-driven and leverages their passions and values to achieve both personal and professional success. The campaign will run in conjunction with another social promotion that Express is holding for its Spring line, both of which place supermodel Karlie Kloss front-and-center.

“The ante is raised with a level of personalization needed for retailers to thrive, or even survive, in this mobile-powered world,” said Jeff Hasen, author of The Art of Mobile Persuasion. “Showing behind the scenes footage on the major social networks is a given. 

“In 2017, brands like Express need to go much further,” he said. “I would expect to see augmented reality so patrons can see how they would look in the fashions, plus options to purchase on mobile and pick up curbside. 

“And exclusive sales and showings in the brick and mortar locations to move people there."

Your Life, Your Dress Code
The first phase of "Your Life, Your Dress Code" will launch with the brand's Spring 2017 integrated marketing and advertising campaign that will premiere across digital, social media, broadcast and in-store platforms beginning March 2017 and will continue with upcoming collaborations and brand initiatives.

The campaign will doubtless resemble successful social activations that Express has held in the past; the company has shown a particular flair for finding opportune times to make its presence known on Snapchat in the form of geofilters at bricks-and-mortar locations.

Express Spring 2017

The clothing retailer looked to a series of five Black Friday and holiday-themed national Snapchat filters throughout the day to boost sales. The brand joined a few others in the excursion on the platform, all of which were somewhat overshadowed by the release Snapchat’s own uber-hyped Spectacles in New York (see story). 

Customers can explore new spring styles beginning March 2017 at Express stores nationwide and online at Express’ mobile-optimized Web site. They can also view behind-the-scenes content by following @Express on Instagram, Twitter, Snapchat and Facebook and @ExpressMen on Instagram.

Bricks-and-mortar
Many brands like Express have been turning to the digital space in their efforts to shed the dreaded “mall brand” pejorative. Teen fashion retailer Abercrombie & Fitch used Instagram to anchor a sweeping rebrand, which has yet to pay serious dividends so far (see story). 

Karlie Kloss for Express

"Our ongoing mission is to inspire our customers—the innovators, game changers and go-getters—to emphasize and celebrate their own confident style," said David Kornberg, Express president and CEO. "Whether they're going on their first job interview or out for cocktails with friends, 'Your Life, Your Dress Code' is meant to encourage the Express customer to get to what's next in their day and in their life."

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Rakin Azfar is editorial assistant on Mobile Marketer, New York. Reach him at rakin@napean.com.

 
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