Virtual Shopping App Releases YouTube Star-Driven Private-Label Brand
Emma Chamberlain is giving her followers the chance to dress like her in partnership with clothing app Dote, debuting an exclusive range targeted at how young consumers prefer to shop
YouTube personality Emma Chamberlain is collaborating with Dote, the online mall app, to create her own fashion line. Chamberlain’s collection is called High Key and marks Dote’s first exclusive line, targeted toward the YouTuber’s key demographic, Gen Z girls.
Chamberlain has a following of 3.5 million after just a year on the platform and is now making waves in the fashion world. The line had a limited release in July that sold out in two hours and featured pieces such as scrunchies and a copy of one of Chamberlain’s signature looks, her “Poopy Jacket,” a piece made famous on her channel.
This partnership joins the retail trend around maximizing the potential of social commerce, particularly on platforms like Instagram and Facebook. “For a Gen Z girl today, they’d rather shop from their favorite YouTuber, their closet, their preferences, than from a top-down Urban Outfitters or other brands like that,” explains Lauren Farleigh, co-founder and CEO of Dote, emphasizing the goal of the collaboration: to capitalize on how today’s young consumers prefer to shop.
Lead image: Emma Chamberlain via Instagram