Amazon initiated its first limited edition clothing collection on June 5th under its new initiative - The Drop.
The online marketplace is helping influencers sell products in a limited time frame. Each 'drop' collection is available for 30 hours and is exclusively available from the Amazon app or website.
The first collection was created by Paola Alberdi, a stylist with 1m followers on Instagram. Other influencers Amazon is working with include Emi Suzuki, Patricia Bright, Leonie Hanne and Sierra Furtado.
Amazon will additionally offer complimenting items for the collections through Staples by The Drop, which will be available throughout the campaigns.
The drop strategy is an increasingly popular sales tactic, pioneered by fashion brand Supreme. The company routinely 'drops' limited edition items which means customers need to act quickly to buy them.
“I have worked hard for many years to create a brand that is true to myself and did the same with this collection. Fashion can be so expensive but my belief is that it should not have to be expensive to feel beautiful,” said Alberdi about her collection.
Production of the garments will commence after the 30-hour purchasing window. Amazon said this is to limit waste.
“This lets us bring you the hottest trends while reducing waste, since we don’t manufacture more than we need,” said Amazon on their website.
Amazon plans to release the date and time of each drop a few days prior to it going live. The dates will be shared on Instagram account t @amazonthedrop.
The Drop is available on the Amazon websites in the countries: Australia, Canada, France, Germany, Italy, Japan, Mexico, Spain, the United Kingdom and the United States.