Who What Wear and Target
Team up for a Stylish Collaboration
(L-R) Katherine Power and Hillary Kerr | Source: Courtesy
Don’t worry, you’ll get more than one chance to get goodies from this collaboration. Who What Wear and Target have more than a hit and quick relationship. The partnership is a licensing agreement between the big-box retailer and Who What Wear’s corporation, Clique Media Group. There will be four seasonal collections, with mini-collections in between, to be delivered the first week of each month to 800 locations.
According to Katherine Power, co-founder and CEO of L.A. based Clique Media Group (who’s properties include WhoWhatWear.com, Birdie.com and MyDomanie.com) said, “We’ve wanted to do a line at Target probably since we started the company in 2006.” The collection will consist of 70 pieces ranging in price from $14.99 to $49.99. The collection will include both clothing and accessories.
The collection has firsts for both companies. For Clique, it’s a first try at product development. For Target, it’s the first time the company has partnered with a media company (instead of a fashion brand) on a clothing line.
“We’re operating at the intersection of fashion, media and e-commerce,” says Power. Indeed, when Kerr and Power launched Who What Wear as an email newsletter in 2006, their goal was to help consumers shop the looks of their favourite celebrities. “Our idea was to make magazine-quality content, but offer the instant gratification that a magazine can’t,” continues Power. While many fashion publications have struggled to turn readers into shoppers, “the intent of our users is quite different than other sites,” she adds. “We’ve been shoppable since day one, which means our readers are now going on to our search bar to shop.”
For more about this collaboration check out Business of Fashion where the announcement about the Who What Wear and Target collaboration was made first.
A sketch of Who What Wear’s Target collection | Source: Courtesy