Express Inc. delivered 15% ecommerce growth in the third quarter, capitalizing on the channel through strong marketing and merchandise messaging.
CEO David Kornberg told analysts on an earnings call that Express launched several initiatives during the quarter aimed at improving ecommerce performance, including improved site navigation, continued optimization for search and category changes.
Express has also been focusing on raising its brand awareness and elevating the customer experience by amping up its social media presence and maintaining open communication with influencers and brand ambassadors.
“We’ve been very pleased with the expanded efforts we’ve taken in this area and continue to see a positive from our immediate distribution strategies across digital and social channels from an owned and paid (media) perspective,” said Kornberg.
Kornberg said total brand impressions across these efforts grew significantly in the third quarter, leading to meaningful increases in purchase intent and lifestyle fit. In particular, Express’s Instagram channels continue to build up followers and increase engagement.
“Our number of (social media) followers has now grown to more than 600,000 across the channels and we continue to see solid growth in engagement each month,” said Kornberg.
With regards to brand ambassadors, Express is looking to introduce an assortment that is designed and curated in collaboration with fashion model Karlie Kloss.
On the men’s side, Express is working with Chicago Cubs third baseman Kris Bryant, a hot property given the Cubs’ magical World Series win. The brand did a video campaign on YouTube using Bryant that drove over two million views, making it Express’s best-performing video campaign to-date.
“Express’s ongoing mission is to partner with brand ambassadors who are implying confident and embodied spirit of our customers, and Karlie Kloss and Kris Bryant do just that,” said Kornberg.
During the holiday season Express said it will continue to engage with customers through its ExpressLife campaign, celebrating what it sees as the optimistic attitude and “dream big” mindset of its customers through a collaboration of a diverse group of people who inspire others to pursue goals while showcasing their individual styles.
“We are also partnering with millennials who excel in their fields of expertise showing additional lifestyle content in our digital channels,” said Kornberg. “We note that real people resonate with our core demographic and we are excited to align the Express brand with everyday achievers who are making a difference.”