In an age where fashion bloggers can make $25,000 for a single social media post (how do you "like" that?!), it's no longer novel when virtual fame leads to actual industry—book and music deals, TV shows, fashion collections. Target has parlayed the Pinterest popularity of Joy Cho into a home and nursery collection. To turn around its reputation for not offering enough plus size apparel, Target used well known style bloggers to model new plus size fashions.
But Target's latest Internet driven collaboration with fashion news website WhoWhatWear, launching Sunday in select stores and online, is different. This time, Target isn't just looking for likes; the Minneapolis-based retailer wants feedback. The Business of Fashion described it as an effort to close the gap between content and commerce. This is Target's first partnership with a media company.
WhoWhatWear, founded by Katherine Power and Hillary Kerr, is part of Clique Media Group, which also operates Byrdie.com and MyDomaine.com. WhoWhatWear offers fashion news, trend reports and images of street style that its audience is quick to comment on and discuss. For Target, those comments will influence the Who What Wear clothing collection, an ongoing collaboration that will include four seasonal collections and mini-collections delivered the first week of each month.
The first batch of 70 pieces launching Sunday includes jeans, dresses, blazers, woven tops and pencil skirts, all priced from $14.99 to $49.99. Plus sizes will be available online only. The WhoWhatWear team will offer styling ideas and carefully monitor clicks and comments. It's already happening: There's a pre-knotted belt in the Target collection—because WhoWhatWear saw similar styles delivering top clicks on the site, BOF reports.
The Who What Wear for Target look book is promising, but then, we already know Target could make mere rags look chic in pictures. So whether this collection delivers or disappoints, speak up about it someone really is listening.