Reese Witherspoon is building a competitor to Tory Burch
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.
"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.