Target has always been eager to court the fashion industry, usually by collaborating with designers such as Altuzarra and Adam Lippes, but now it's taking a different approach to provide trendy, street-style inspired apparel and accessories year round. The big box store announced on Tuesday that it has entered into a licensing agreement with Clique Media Group, the content company that owns Who What Wear — a celebrity-focused shopping and fashion website founded by former Elle editors Katherine Power and Hillary Kerr in 2006.
Target's Who What Wear line will debut in 800 stores, online at Target.com and at WhoWhatWear.com on Feb. 1 and will continue to deliver new product the first week of each month. The collection will feature over 20 categories such as knits, pencil skirts, party and day dresses, jackets, blazers and accessories. The first collection of 70 pieces will be priced under $50. Plus sizes will be available, but only online, despite outrage over Target's decision to limit its Lily Pullitzer plus-size offerings to online earlier this year.
"We are going to be tapping into all of the Target guests and all of our social media followers and really having an open dialogue about what you're missing from your wardrobe, what prints and patterns you might want most — really kind of lifting the curtain on the whole design process and making you a part of it," said Power in a behind-the-scenes video for Target (see below), in which she and Kerr explain how the line is inspired by street style.
By analyzing readers' traffic and behavior on the site, and where they shop using affiliate links, Power and Kerr hope to anticipate what kind of designs their shoppers want or need. For instance, Kerr told Business of Fashion that they decided to create a belt for the Target collection based on a style that sold well on Who What Wear. She also said the site will be publishing content around the seasonal collections and offering guidance on how to style the pieces.
Clique Media Group, of which Power and Kerr are co-founders and co-CEOs, also owns beauty site Byrdie and lifestyle site MyDomaine. In August it raised $8 million in venture funding from new and existing investors, including Amazon. Who What Wear alone draws four million unique visitors per month and, according to BoF, Clique's sites all together draw 12 million.