Amazon The Drop: Is it Vitamin C approved? One of Amazon’s more recent expansions into the world of Instagram and fashion, The Drop releases limited fashion collections designed by global macro-influencers.
The Drop has worked with a diverse group of social media influencers, the list including German Leonie Hanne, 2M followers, and LA-based Officially Quigley, 238K followers.
The process works like this. Amazon works alongside the influencer to design unique styles, patterns, and pieces. The influencer’s designs are then “dropped” for 30 hours only, or until fabric sells out. This model implies exclusivity and time sensitivity to entice the influencer’s followers to purchase a limited collection.
Amazon The Drop so far has worked with:
- Paola Alberdi, 1.1M followers
- Patricia Bright, 1.1M followers
- Sierra Furtado, 1.7M followers
- Charlotte Groeneveld, 474K followers
- Ellenor Kim, 160K followers
- Charlotte Bridgeman, 299K followers
- Milena Karl, 577K followers
- Leonie Hanne, 2M followers
- Emi Suzuki, 1.1M followers
- Quigley Goode, 238K followers, launching now
- Viktoria Dahlberg, 148K followers
- Lisa DiCicco Cahue, 125K followers
“Huge thank you to the amazing team @amazonthedrop for collaborating with me on this wonderful collection,” Quigley Goode writes on her launch. “Truth is, I almost got in my own way… I wanted so badly for the collection to be PERFECT.”
The Vitamin C Lowdown:
While the agreement terms between Amazon and the influencer remain unclear, we assume there must be a profit share. This is a #VitaminCApproved collaboration because Amazon is using these influencers more than just for paid, sponsored content. They are giving these influencers design liberty and a chance to create something custom and representative of their personal brand. One of Vitamin C’s favorite brand/influencer alliances is product collaboration.
In ethical terms, Amazon is known for selling fast fashion and being non-transparent about clothing sources. The Drop is made in limited quantities, however, as a more eco-friendly approach to clothing production. The product is made-to-order in the 30-hour window that the styles are available.
While the clothing is limited, the influencers chosen have been highly diverse. We applaud Amazon’s collaboration with influencers of all skin tones, cultural backgrounds, sizes, and styles.
While Amazon’s brand may not be perfectly aligned with these influencers, The Drop is doing a good job of using unique influencer marketing tactics. We predict we’ll see more product collaborations by influencers in 2020.
