Hundreds of thousands of younger ladies go to Who What Wear’s website and social media pages every month to remain on prime of fashion tendencies.
Now, the 10-year-outdated media brand will attempt to make it simpler for those self same readers to buy on their telephones for Who What Wear-recommended fashion.
On Wednesday, the corporate is unveiling its own iOS shopping app — SHOP/Who What Wear — that includes a curated choice of merchandise on the market from retailers like Bloomingdales, Barneys New York, Neiman Marcus and TopShop.
Digital-native retailers like Revolve and Reformation are additionally taking part, marking the primary time they've offered items by means of one other firm’s app, a spokesperson stated.
About six million U.S. readers go to websites from Who What Wear dad or mum firm Clique Media Group every month, in line with comScore. The corporate says Google Analytics reveals 14 million guests a month, together with worldwide site visitors and a community of fashion and wonder influencers for whom Clique Media sells promoting.
Some come simply to learn articles like “French Ladies Known as It: These 9 Tendencies Are About to Be In every single place.” Others click on by means of to purchase an merchandise, because the web site hyperlinks each product to a web page on a retail companion’s web site the place it may be bought.
However as extra readers visited Who What Wear on their cellphone — two-thirds of their site visitors comes from cellular units — the share of those that’ve gone on to purchase an merchandise after they clicked has gone down. CEO Katherine Energy blames an “inconsistent person expertise” throughout the a whole lot of retail companions Who What Wear sends site visitors to.
“Since our web site is content material first,” Energy stated, “we thought, ‘Why don’t we create an app for Who What Wear followers who're extra curious about shopping to see commerce first?’”
The corporate takes a mean of a 12 % fee from retailers as we speak when one among its readers goes on to make a purchase order from a companion web site. Energy stated she thinks they will improve that price over time since she expects the brand new app to drive much more gross sales.
Whereas prospects could make purchases proper within the app, partnering retailers truly fulfill and ship out orders. At launch, prospects with points can get buyer assist from both Who What Wear or the retailer; however that looks like a messy technique long run.
To discover a digital fashion firm that has married content material and commerce very properly you must look to Europe, the place Internet-a-Porter, now owned by Italian e-commerce firm Yoox, is a mannequin.
Enterprise-backed startups like Lyst, based mostly out of London, and Spring, which raised a large $65 million round led by Fidelity, have come on the alternative of constructing primarily a shopping mall inside an app from completely different angles.
Who What Wear plans to promote its app on its own properties and influencer community after which complement these campaigns with extra conventional paid app promoting. Driving downloads — and, extra importantly, repeat utilization — is a slog as we speak in an overcrowded App Retailer, so Who What Wear is going to want its current prospects to leap to the app if it’s going to be a giant success.
The dad or mum firm, backed by Greycroft Companions, makes cash throughout its websites by promoting sponsored content material and digital promoting, in addition to offering content material companies like an advert company would to sure manufacturers.
On the commerce facet, Who What Wear sells its own line of clothes in Goal shops, and can promote it by means of the app, too. Energy stated the app may additionally show to be a testing floor for brand new merchandise that Who What Wear creates on its own.
Energy stated the corporate will drive greater than $100 million in gross sales to companion retailers in 2017 by means of affiliate gross sales and gross sales in Goal, although the bulk will come from the corporate’s own line of merchandise.