Express, Inc. (NYSE:EXPR) is hoping to drive more sales this festive season as it launches an aggressive marketing promotion. The company has kicked off a holiday campaign featuring several celebrities. Express needs a strong holiday quarter to turn around its dwindling sales fortunes.
Downbeat earnings put pressure on management
The company generated revenue of $504.8 million in its 2Q16, missing the consensus estimate of $520.95 million. EPS of $0.13 also fell short of consensus estimate that called for EPS of $0.17. For the current quarter, which will be reported next month, consensus calls for EPS of $0.13 on revenue of $498.8 million.
Brand ambossador
For this holiday season, Express has tapped Karlie Kloss to be its brand ambassador. The company said that Kloss will represent #ExpressLife and will help reactivate customers’ key holiday mindsets. Those include setting out in style, getting in spirit and holiday parties on weekends.
Expressionists cast
In addition to brand ambassador, Express’s festive season campaign also includes individuals that the company describes as Expressionists. These are influencers and award-winning experts in a range of fields such as cooking, beauty and wellness.
Express said its Expressionists both stand up and stand out with unique expressions at a time. The Expressionists include Elliot Clark, a mixologist and founder of Founder Apartment Bartender; Deepica Mutyala, a vlogger and founder of Deepicam; Erica Domesek, a DIY maven and founder of P.S. I Made This and Francheska Medina, a wellness expert and Gabe Kennedy, a chef and environmentalist.
Express is targeting multiple channels with its holiday campaign. The company said the marketing and advertising campaigns will be rolled out on social media and other digital platforms. The campaign will also be rolled out in-store and broadcast media. Express is hoping its efforts will impress shoppers to buy its products during this important season for retailers.
Express stock rose 0.50% to $13.94 in the last session. The stock is down more than 19% YTD.
