Reese Witherspoon is building a competitor to Tory Burch
Instagram/Draper James
Consider it Tory Burch for those not on the East Coast.
The lifestyle brand and online store (there's one brick-and-mortar location in Nashville) launched last year.
The store sells apparel, accessories, and home goods. The aesthetic is very Pinterest-friendly.
But now, Draper James, which is named for Witherspoon's' grandparents, is further expanding its empire with its YouTube channel. (Up until February 19, there were two videos - a short welcome video and an even shorter behind-the-scenes clip.)
The channel will be another way to engage consumers and emphasize the "lifestyle" leg of the brand.
The first campaign is called "Draper James Presents...A Southern Guide to..."
Each video in this campaign features Witherspoon discussing a 'Southern' take on a topic, such as, in the video below, movie quotes. Going along with the video, Witherspoon has curated an online shop that lets fans "shop the video," thereby tying the ad campaigns into possible sales.
It's clear who Witherspoon is targeting - southern women, or perhaps, women who aspire to have a little bit of southern hospitality in their lives. Tote bags ($48) with quotes like "gone shoppin'" and "totes ya'll" drive that point home.
Dresses and skirts run between $150 and $595, and jeans are $168, suggesting that the customer is more affluent than someone who might shop at Zara or H&M.
In the "about us" section on the brand's website, Witherspoon explains the brand's origins.
"When I returned to Nashville with my own family, I wanted to recapture and celebrate all that I love and remember about my grandparents and the South. That is why I created Draper James," she wrote.
"With Draper James, our goal is to bring contemporary, yet timeless Southern style to your wardrobe and your home, no matter where you live. We hope you will stop in to see us often - our door is always open," she wrote.
It's incredibly crucial to find ways to capture consumers' attention and maintain their interest - they're more fickle than ever, and it's tough to get them to pay full price unless it's something they really want. Draper James already has a few things going for it: Witherspoon's star power and a strong brand voice.
- I spent $2,000 for 7 nights in a 179-square-foot room on one of the world's largest cruise ships. Take a look inside my cabin.
- Colon cancer rates are rising in young people. If you have two symptoms you should get a colonoscopy, a GI oncologist says.
- Saudi Arabia wants China to help fund its struggling $500 billion Neom megaproject. Investors may not be too excited.
- Catan adds climate change to the latest edition of the world-famous board game
- Tired of blatant misinformation in the media? This video game can help you and your family fight fake news!
- Tired of blatant misinformation in the media? This video game can help you and your family fight fake news!
- JNK India IPO allotment – How to check allotment, GMP, listing date and more
- Indian Army unveils selfie point at Hombotingla Pass ahead of 25th anniversary of Kargil Vijay Diwas
- JNK India IPO allotment date
- JioCinema New Plans
- Realme Narzo 70 Launched
- Apple Let Loose event
- Elon Musk Apology
- RIL cash flows
- Charlie Munger
- Feedbank IPO allotment
- Tata IPO allotment
- Most generous retirement plans
- Broadcom lays off
- Cibil Score vs Cibil Report
- Birla and Bajaj in top Richest
- Nestle Sept 2023 report
- India Equity Market