There are many ways to design a fashion collection. For some, designers simply go with their gut. Others have a specific muse in mind. But for fashion and beauty site Who What Wear, they turned to their massive audience to shape their new shoe and bag line. “We reach about 19 million (mostly) women per month, globally,” says Katherine Power, CEO & Co-Founder of Who What Wear. “Through our website, newsletter and social connections, we are able to see what she’s searching for at any given time of the year, what products she’s purchasing across hundreds of retailers, and what conversations are happening around various trends. All of this data is used to form insights which are then given to our very talented product development and design teams. We also engage our consumers throughout the design process, testing prints and patterns, design silhouettes, price points and even marketing concepts and creative.”
The just-launched accessories line has a range of shoe styles, from casual flats to wedges to architectural heels to booties to slingbacks to slides, in an array of colors and textures. The bags encompass everything from clutches to crossbodies, satchels, belt bags and shoulder bags. “Our new collection of shoes and accessories are designed to pull together any look, no matter how basic, and instantly give it style,” Power says. “From classic wardrobe staples to trendier accent pieces, we’ve created an assortment that celebrates personal style with high quality materials at affordable prices. Our shoes range from $85 to $160 and handbags are $60 to $75.”
Who What Wear already has a clothing line exclusively sold at Target, but this new accessories collection will only be available at ASOS, Nordstrom and Zappos. Through WhoWhatWear.com’s strong retail affiliate program, they have deep insights into where their readers shop and what they’re buying. “We have had a fantastic existing relationship with these three retailers and know that our customers are already shopping there, through our editorial content,” Power says. “We were able to test shoes under the Who What Wear brand in 2017 and had the great opportunity to learn what our consumer is looking for and what she’d like to see most from us. We’ve spent a lot of time finding high quality materials, a carbon neutral factory, and of course, designing trend forward styles we know they’ll love, all at a great price.”
That’s not all the number crunching that went into the launch. Data went into practically every detail of the collection. “Our audience is socially connected, trend-forward and influential,” Power says. “When it comes to shoes and accessories, 67% of Who What Wear readers will trade up (opting for higher quality and most likely spend more) when making shoe purchases, and 59% when making handbag purchases. By giving them a prestige product at an accessible price point, we’re fulfilling on that need for quality and value, which we see 84% of our audience wanting. They are also highly likely to discover their purchases on social media and through trusted digital content, which WhoWhatWear.com will provide through contextualized content around the collection.”
The accessories line is also launching in the UK. “The exciting part for me is to see how much women across the UK and Europe love the Who What Wear brand and are excited to see the brand come to life with a fresh, accessible head-to-toe fashion line,” says Sally Mueller, Chief Brand Officer of Who What Wear. “It reinforces the importance of building a community around the brand and cultivating strong relationships with influential women globally.”
Who What Wear’s Creative Director, Samantha Traina, led the vision for the new collection and oversees design across categories for the brand. “In addition to Samantha, we have a team of editors, data scientists and researchers, marketers, and product development experts on staff that are supporting the collection,” Power says.
Ultimately, the new collection is all about fulfilling Who What Wear’s mission to make style accessible to people everywhere, and this line does the job. You don’t need data to tell you that the shoes and bags are chic, on-trend and wearable. Power’s go-to shoe from the line is the June. “This style is so versatile, they’re easy to wear with everything, dressed up or dressed down, and day to night,” she says. Her favorite bag in the collection is the Bernnan for its compact size and playful textures, plus it punches up any outfit. “We’re designing for the modern woman, who’s trend-forward yet looking for functional, everyday styles,” Power says. “We hope she feels like her best self in our shoes and accessories and has fun wearing them.”