Amazon Gets Scarce With The Drop
Amazon is getting in on the streetwear distribution model with its own take on The Drop. The web giant, which readily tests new business models and adopts what works, unveiled its latest mash-up approach to fashion, hitting on several of the industry’s favorite themes — including limited-edition collections, influencers, sustainability and, of course, the drop. “We partner with international trendsetters, turning your favorite curators into creators,” Amazon said in its teaser, which noted the styles will come from around the world and be introduced every few weeks. Paola Alberdi, Sierra Furtado, Emi Suzuki, Leonie Hanne and Patricia Bright are among the influencers taking part in the program. Amazon asks users to submit their phone number to receive text updates announcing the latest drop. The company said: “Trends move fast. The Drop does, too. Each collection is live for 30 hours or less because fabrics are limited. Then we make each style only when you order it to reduce waste.” In addition to trendier pieces, The Drop will also include staples that are always available to complete the look. Amazon has been steadily pushing for new ways to get into fashion — and has been borrowing ideas to work on new approaches. For a time, Amazon had a shoppableFollow WWD on Twitter or become a fan on Facebook.
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