EDITOR PANT RELAUNCH
EXPRESS
PRODUCT + CREATIVE STRATEGY
Having maintained its status as a top-selling item at Express for two decades and with the increased popularity of casual tailoring in women’s fashion, we reintroduced the Editor Pant.
My team implemented a multi-tier relaunch strategy that was activated across all digital and print marketing channels. The product storytelling focused on showcasing the Editor pant's versatility, quality, and fit from a variety of perspectives. (Even leaning into it’s Y2K roots.)
SEPTEMBER 2022 WOMEN’S CTV SPOT DIRECTED BY CHRIS BORMAN, CD SARAH TOLZMANN
The Editor relaunch significantly impacted sales and resulted in record-breaking
engagement across Express' social media platforms.
PHOTOGRAPHY BY PETER ASH LEE
The content strategy was activated across social media with a variety of posts including celebrity stylists, trending audios, and "style not size" themes. Marketing support and content strategy continued with a Fall - Winter editorial campaign, National Editor Pant Day, and press pickup.
Find samples of this content below:
ALLISON BORNSTEIN, STYLIST + WARDROBE CONSULTANT
NATIONAL EDITOR DAY COMPILATION
TRENDING AUDIO
PAID AD - STYLE NOT SIZE
