Express is launching a TikTok campaign to build hype for dressing up after a year spent in loungewear. As young consumers get ready for more in-person experiences post-COVID, Express is meeting Gen Z and Millennials on TikTok for a social media campaign this month to get people excited about (finally) having a reason to ditch loungewear for more fashionable ‘fits. The #ExpressReentry campaign is calling on TikTok users to submit photos of the outfits they plan on wearing post-pandemic, and has partnered with Queer Eye’s Tan France, actress and singer Elizabeth Gillies, The Bachelorette’s Tayshia Adams, and multiple TikTok creators to promote the contest where 20 winners will receive an Express gift card. YPulse’s fashion and style research noted that fashion brands will need to prioritize digital efforts to reach young shoppers post-COVID, and Express’ TikTok campaign is a prime example of reaching them on one of their favorite apps. (Sourcing Journal)
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