On launch day — May 5 — her e-commerce company said they sold out of a few select items and 160,000 potential shoppers clicked through the site. The $300 Belle Meade floral fit-n-flare dress in magnolia and a $285 Eyelet Love Circle dress in navy were among the numerous sellouts. But the bestseller to date has been a $155 tote bag imprinted with “Totes Y’all” — Instagramming a photo of Witherspoon carrying one no doubt helped the cause. A similarly priced style with the company’s logo, as well as ones in a magnolia print or a peach print at $165, have also been winners with shoppers.
A self-described ambassador for the South, Witherspoon may very well be her own best model, having worn the extra-girly floral dresses and other genteel styles for recent appearances to plug her new comedy “Hot Pursuit” with Sofia Vergara. The New Orleans-born Oscar winner also scored some major airtime Monday with ABC’s “Good Morning America” during the much-coveted 8 a.m. to 9 a.m. hour. The nearly three-minute segment was all about her latest business venture and pretty much a mini infomercial for the Draper James collection; about 5 million GMA viewers tuned in. Witherspoon also hosted last weekend’s “Saturday Night Live,” which had a total-viewer average of more than 5.2 million viewers, according to a NBC spokesman. It also averaged a 1.67 rating, 8 share in adults 18-49, making it the night’s leading non-sports show among the four top networks, he said. And as any seasoned fashion executive knows, it’s all about brand awareness.
Not surprisingly, the bestsellers have been welcome news for chief executive officer Andrea Hyde, who said Monday, “We have had amazing response to the brand and have exceeded every initial projection.”