Dive Brief:

• Continuing its influencer efforts, Express has named Tan France as the lead stylist of its Express Styling Community, according to a Wednesday press release. France has been a brand partner with the company since 2019. 
• France will lead the retailer’s style editors and styling community through ongoing style mentorship, personal coaching and skill-building programs. He will also share his fashion perspective on his platforms, the brand’s channels and in paid media, and encourage aspiring stylists to apply to the program at brand events. 
• Tan’s appointment as lead stylist follows Rachel Zoe, who Express enlisted to be the lead style editor of its community commerce program in November 2021. The retailer said Zoe’s new relationship with the company will be announced later this year. 

Dive Insight:

France’s new position signals Express’ continued investment in community and ambassador relationships.

“Tan has a deep understanding of our brand purpose and is able to bring it to life by tapping into his own sense of style and unique personal experiences,” Sara Tervo, executive vice president and chief marketing officer at Express, said in a statement. 

In July 2021, the company piloted the Express Community Commerce initiative, allowing style experts to create content for their digital storefronts and social media profiles and earn commissions on products bought from their posts. 

Last April, the retailer tapped Columbus, Ohio, collegiate football players CJ Stroud and Jaxon Smith-Njigba to be the brand’s first-ever collegiate athlete style ambassadors, a move it made in hopes of attracting new shoppers. Earlier this month, the retailer expanded that program and enlisted Jahvon Quinerly of Alabama, Justice Sueing of Ohio, Keyonte George of Texas and Nick Smith Jr. of Arkansas.

Besides bringing on ambassadors into its programs, Express has been expanding its brick-and-mortar presence. Last March, Express said that it was opening more small-format Express Edit stores as well as new locations of its UpWest brand. 

At the end of last year, WHP Global, which owns multiple brands such as Toys R Us, Babies R Us and Anne Klein, announced a $260 million investment in Express as part of a strategic partnership, giving the company a 7.4% stake in the retailer.