This week’s retail headline is all about Amazon and Drew Barrymore, as their collaboration “Dear Drew” officially launched on the company’s website. Which means Drew’s free-spirited style has officially transcended from beauty into fashion, and the industry is taking note.
In total, the collection consists of 67 pieces, with prices ranging from $28 to $248. Categories include apparel, accessories, hair tools, and luggage – all stamped with Drew’s signature icon: a red heart.
So why does this collection matter and why am I telling you about it? Because it’s smart. Drew is the perfect celebrity for Amazon to team up with. She’s accomplished, well known, a positive force of nature, and famous for her kindness. So the likability factor is significant, and it gets people like me (who are well aware of Amazon fashion but hardly shop it) over to their site immediately.
Target may have started the celebrity collaboration craze years ago, but it's still incredibly relevant within the industry - and it works. So if Amazon wants to establish themselves as a destination for fashion, exclusive collections are a huge part of it. It's not just about the brand, product mix, and price point anymore - it has to spark a call to action for the consumer and Amazon did just that with Dear Drew.
My hope is that you take a few minutes to review some of my favorite pieces below, along with the video Amazon released for a bit of feel good happiness and inspiration.
Wishing the team of Dear Drew nothing but the best, and well done on bringing Drew’s creative energy to the masses…
Amazon video / promotion of Dear Drew... click here.
Below are a few of my favorite pieces. Yes, I of course gravitated towards the black and white classic items, but the skirts are truly beautiful...
Photography Credit: Amazon.com / Dear Drew IG