Yesterday, editorial platform and e-commerce site whowhatwear.com announced the inauguration of its first clothing and accessories line, a collaboration with Target launching in February of 2016.
The exclusive collection will feature classics and on-trend items, with all pieces priced under $50. “We’ve kind of taken our expertise as fashion editors and combined it with what our audience truly wants,” Clique Media Group co-founders Katherine Power and Hillary Kerr tell viewers in an online video (Clique Media Group’s properties include WhoWhatWear.com, Byrdie.com and MyDomaine.com). “We are going to be tapping into all of the Target guests and all of our social media followers.”
The big box store collaboration will feature month by month collections, utilizing Who What Wear’s online audience and social media presence as a means to generate consumer feedback, using online user data as inspiration for the brand’s design.
This is a departure from most of Target’s designer collaborations, which are not ongoing. The Who What Wear licensing deal between Target and Clique Media Group — includes four seasonal collections plus additional mini-collections. The collections will roll into Target’s 800 stores the first week of each month.
“It’s a little bit of art and a little bit of science,” the duo said of their upcoming collection. With easy-to-style pieces and a wide range of sizes (with plus sizes available online), the collection is sure to find success in a market that is yearning for stylized basics at fast-fashion prices.