Amazon Fashion has launched ‘The Drop by You’, a capsule collection that is a direct response to a survey among the Instagram followers of Amazon’s The Drop apparel range. The limited-edition collection consists of six items, priced between €27.90 and €47.90.
It is the logical follow-up to the creation of The Drop, a promotional range introduced by Amazon Fashion last spring, featuring items designed by leading influencers available for a limited time window of 30 hours after their online launch. This time, influencers are making way for consumers: “We have converted their preferences into items they’ll love,” said Karthik Anbalagan, in charge of new initiatives at Amazon Fashion.
The ‘Stories’ feature of The Drop’s Instagram account was used by Amazon to carry out a survey among its followers, who were able to express their preferences by answering yes/no to questions about the clothes’ colour palette and choice of cuts and fabrics. This ballot-based design process yielded a capsule collection consisting of a bright blue dress, a midnight blue satin jacket-and-trouser set, a green jumpsuit and a black top with sheer sleeves.
Fashion is becoming one of Amazon’s leading categories. Amazon Fashion does not disclose its results, but the division has gradually deployed some 100 own apparel labels, five of which are available in Europe: Truth & Fable (women’s occasionwear), Find (urban fashion), Meraki (fashion essentials), Iris & Lilly (lingerie), and Aurique (athleisure).