Social media strategy for Express’ new DTC brand.
Express launched UpWest, a new digitally-native, direct-to-consumer (DTC) fashion and lifestyle brand in the Fall of 2019.
This is the first DTC brand from the Ohio-based fashion retailer, whose sales volume amassed just under $2.2 billion annually.
The new spinoff brand is focusing on retail trends of wellness, health, and sustainability, targeting conscious millennial consumers who demand greater brand transparency, diversity, and purpose-driven products.
We were tasked with creating the social media strategy for the launch of this new brand.
The Process
The Research.
30 days of initial research and collecting data to craft a social media strategy for the launch of the new brand.
The Strategy.
We built the social media strategy and conducted influencer research, an in-depth competitive analysis, and detailed guidelines for the team to follow.
The Deliverable.
The deliverable was a 47 page deck for the internal team to use for years to come. Then, we presented it to the team in a workshop style setting.
The Workshop.
We presented the strategy in a three hour workshop to the Express/UpWest team and had a one hour Q&A following the workshop.
