Amazon to launch limited-edition influencer-designed collections via The Drop
Seattle-based e-commerce giant Amazon has announced the launch of a new fashion drop venture. Dubbed “The Drop”, the program will see super limited-edition collections designed by global influencers go live internationally for 30 hours only.
According to Amazon, pieces are made on demand to reduce waste and, due to limited fabric supply, collections may be available for even less time. The program, which will drop new collections “every few weeks”, will also be complemented by a selection of basics called “Staples by The Drop”, which will be available to shop at any time and are designed to be easily layered with other pieces to create full looks. The first collections to launch via “The Drop” will come from Californian creator of Blank Itinerary Paola Alberdi, Canada’s Sierra Furtado, Chinese-born Japanese model Emi Suzuki, German blogger Leonie Hanne and Londoner Patricia Bright. Amazon has stated that further information about incoming drops will be made available via the program’s dedicated Instagram account. Interested consumers can also sign up to a text message alert service that will notify them when new collections are set to drop. What’s more, on the Amazon website, customers are encouraged to nominate an influencer that they’d like to see getting involved, while influencers themselves can also get in touch to register their interest in participating. With the launch of “The Drop”, Amazon looks to be hoping to secure its slice of two major trends currently making big waves in the fashion industry, tapping into both the now tried-and-tested selling power of influencers and adopting the drop model for new product delivery, pioneered by the likes of cult streetwear favorite Supreme. Given the hype that such partnerships can create, it’s not surprising that other retailers including Express and Nordstrom have also been doubling down on their influencer collaborations recently, with the latter having teamed up with Arielle Charnas to launch the Something Navy brand in fall of last year. Amazon has not yet given a date for the launch of “The Drop”.