Reese Witherspoon's fashion brand Draper James has been named as one of the top 25 direct-to-consumer websites in the U.S.
In the list compiled by web analytics company SimilarWeb, Draper James came in sixth place, with environmentally friendly furniture brand Outer topping the poll.
In his report, Jamie Drayton, lead financial services and e-commerce consultant at SimilarWeb, explained: "Coronavirus continues to be a driving force in smaller brands' ability to grow at the expense of established brands, but it is not the sole reason. To continue growing, d-t-c brands need to consider a wide range of variables, from developing personalized offerings to adopting a social justice stance, and more.
"(The) one-size-fits-all (approach is no longer) fit for purpose - brands need to adapt to personalised customer needs and social trends in order to connect with shoppers and increase sales."
The news will be a boost to Reese and her Draper James team, as they continue in their legal battle surrounding a giveaway the website ran in April.
Early on in the Covid-19 pandemic, mother-of-three Reese decided to show her appreciation for America's teachers by offering them free dresses from her label. In a social media post, the Legally Blonde star outlined how educators could apply for a free dress, adding that the offer was valid while supplies last.
However, she quickly came under fire from teachers who felt they were misled into thinking it was a free giveaway for all applicants, when they were actually entering a lottery for one of 250 dresses, with some promptly filing a putative breach of contract class-action lawsuit.
Reese recently responded with her own filing, outlining how she didn't offer an unlimited amount of dresses.
"No reasonable respondent would share Plaintiffs' belief that a boutique clothing line would be awarding a limitless supply of free dresses," her attorneys state in their motion to dismiss the lawsuit. "And the words 'apply,' 'winners,' and the phrase 'offer valid while supplies last' made clear that entrants had an opportunity to receive a free dress - an opportunity that they received."
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