Amazon’s foray into fashion has taken many twists and turns. Now the online giant’s influencer-led styling program is taking on size inclusivity.
Launched last year in May, The Drop taps global style influencers and bloggers to co-design their own limited-edition capsule collections, which are available on the site for just 30 hours. According to Amazon, the products are made on demand, and styles sell out quickly due to limited fabric inventory.
After a little over a year, the program has decided to expand its range of sizes moving forward. The move begins with The Drop’s most recent collection, designed by style blogger Caralyn Mirand, which is available in sizes XXS-3X.
The decision to offer more sizes was a response to customer feedback, an Amazon spokesperson said, highlighting increased demand for inclusive sizing across brands and categories.
“In addition to Caralyn’s collection and all future influencer collections, new styles from Staples by The Drop will begin to offer sizes up to 3X,” the spokesperson said, adding that more inclusive sizing would be added as products are replenished. Staples by The Drop are supplementary wardrobe basics that the program has curated to pair with the program’s exclusive collections, and these pieces are always available on The Drop’s homepage.
New collections are debuted every few weeks, highlighting one line at a time. The Drop launched with collections from Southern California influencers Sierra Furtado and Paola Alberdi last spring and summer, and continued on with London’s Patricia Bright and Emi Suzuki of Tokyo, among others. Upcoming collaborators include Parisian tastemaker Sabrina of @sabthefrenchway and Chicago-based attorney Blake Gifford of @signedblake. The influencers design and model their collections, which can be viewed on Instagram at @amazonthedrop and on their personal pages.
The collection can be shopped via the Amazon app as well as the mobile or desktop site, and shoppers are encouraged to stay abreast of upcoming released by signing up for email and text alerts.
Even amid a global pandemic, fashion lovers are as tapped into influencers’ influence as ever. According to an April survey of 370 influencers by marketing consultancy firm Influencer Central, influencers saw Instagram and Facebook engagement increase 36 percent since the crisis struck the U.S. That trend has undoubtedly continued as shoppers remain homebound and glued to their smartphones during the retail lockdown.