Amazon Fashion has bet big on Influencers in order to build demand for their business. Amazon Fashion debuted "The Drop" last year featuring capsule collections designed by influencers and only available for 30 hours. By utilizing this format, they are able to tap into the high demand that surrounds street style and limited-edition drops (ie. Yeezy, Air Jordans etc.). Street style and hype beast fashion have exploded in recent years- yet despite the lack of traditional advertising the most iconic streetwear brands still spend a lot of money marketing their drops through expensive photoshoots, fashion shows, and sometimes even tv show or movie-length commercials.
Yet, with The Drop Amazon has avoided much of the marketing cost by relying on influencers as designers. They launched with 5 influencers (each with their own unique style) who all had at least 1M followers. They then used these influencers to tease their respective launches on their Instagram and YouTube pages leading up to the launch. Doing the lead up they also had their influencers ask their followers to sign up to receive text alerts for when the capsules dropped also giving Amazon a whole skew of consumers to push texts to for every subsequent drop. The Drop has quickly grown with celebrities such as Kendall and Kylie Jenner joining for a capsule collection. Additionally, this brought many more people to Amazon Fashion who may have scoffed at it before. It has firmly placed Amazon into the fast-fashion world and the company has quickly gained their footing.
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