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Marketing

Amazon drops Aussie influencer-designed fashion collection

Amazon Fashion dropped the latest iteration of influencer-led fashion collection The Drop on Wednesday, designed by Australian influencer Charlotte Bridgeman.

According to Bridgeman, the collection itself was inspired by the everyday outfits she features on her Instagram account, which reaches almost 300,000 people each day.

“All the pieces in my collection can be dressed up or down, and can also be worn throughout summer and into fall as the weather starts to cool off,” Bridgeman said.

Bridgeman’s collection ranged from maxi dresses, to floral skirts, to crop tops.

“Influencers are able to turn their creativity and style into beautifully designed collections that capture the latest street style trends from around the world,” Amazon said in a statement when announcing the program.

Pieces sold through The Drop are made to order, rather than in advance, cutting down on waste. The line also taps into the popularity of influencer culture, creating a mini-sales event which allows customers the opportunity to get product they will likely never have another opportunity to get.

Marketing specialist Emma Sharley previously told Internet Retailing that influencer partnerships allow big brands to reach new audiences through the voice of authoritative and dynamic individuals.

“The Drop taps into the high-frequency of young shoppers who are buying new fashion monthly (on average),” Sharley said.

“This type of shopping works best with dedicated audiences, enough hype and high sell-through.”

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