Draper James CEO Jeannie Yoo on What's Next for the Celebrity Inspired Brand cover art

Draper James CEO Jeannie Yoo on What's Next for the Celebrity Inspired Brand

Draper James CEO Jeannie Yoo on What's Next for the Celebrity Inspired Brand

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 In this special summer episode of the Remarkable Retail podcast, recorded live at the CommerceNext Growth Show in New York, Steve Dennis and Michael LeBlanc from The Remarkable Retail Podcast welcome Jeannie Yoo, CEO of Draper James, for a wide-ranging conversation on the brand's growth trajectory, the power of celebrity in retail, and the rise of human-centric retail experiences.Jeannie brings two decades of fashion retail experience to the table, from her early days at Michael Kors and Coach to leading the luxury house Adam Lippes. Now nine months into her role at Draper James, Yoo is steering the Southern-rooted lifestyle brand—founded by Reese Witherspoon—through its next stage of growth, marked by its 10th anniversary "decade tour" and a sharpened focus on customer connection.Yoo discusses how Draper James defies the "digitally native" label, thriving through retail stores, with licensing and pop-ups that foster personal, local, and sensory experiences. While the brand's celebrity origin story is foundational, Yoo emphasizes how its growth is now powered by inclusive pricing, joyful storytelling, and a culture of Southern hospitality. Reese Witherspoon remains involved, but the brand is scaling under Yoo's operational leadership and with the backing of Consortium Brand Partners.Central to the conversation is Yoo's take on "human-centric retailing"—a strategy rooted in community engagement, elevated in-store experiences, and product innovation informed by customer passions for gardening, books, and food. She describes how Draper James curates joy through both product and experience, emphasizing quality over quantity in an era of fashion abundance. Technology, particularly AI, plays a role, but not the leading one. The focus, she notes, is on enabling smarter, more efficient work—not replacing human intuition or creativity.Looking ahead, Yoo sees North American expansion—especially retail and licensing—as the brand's most significant opportunity before tackling global markets. She also reflects on her leadership style, which has been forged in both large organizations and niche luxury brands, allowing her to scale thoughtfully without losing the emotional resonance that makes Draper James special. About UsJennifer MarloHead of Content, CommerceNextJennifer Marlo drives industry-leading programming at CommerceNext, drawing on experience from Ascendant Network and iMedia Connection, where she spearheaded content strategies to inspire retail, brand and agency marketing leaders. Guided by the belief that “a rising tide lifts all boats,” Jennifer uses in-person and digital platforms to educate and foster industry collaboration. Steve Dennis is a strategic advisor and keynote speaker focused on growth and innovation, who has also been named one of the world's top retail influencers. He is the bestselling authro of two books: Leaders Leap: Transforming Your Company at the Speed of Disruption and Remarkable Retail: How To Win & Keep Customers in the Age of Disruption. Steve regularly shares his insights in his role as a Forbes senior retail contributor and on social media.Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, top retail influencer, keynote speaker and media entrepreneur. Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.
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