Reese Witherspoon is building a competitor to Tory Burch

Instagram/Draper James

Reese Witherspoon's lifestyle brand, Draper James, aims to capture the heart of the preppy southern woman — or those who aspire to be like one.

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.

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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.

Dresses and skirts run between $150 and $595, and jeans are $168, suggesting that the customer is more affluent than someone who might shop at Zara or H&M. 

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In the "about us" section on the brand's website, Witherspoon explains the brand's origins.

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