Target Teams With ‘Who What Wear’ On Full-Fledged Fashion Line
Author:Lindsey ShookThis piece originally appeared on Business Of Fashion.
“We’ve wanted to do a line at Target probably since we started the company in 2006,” says Katherine Power, co-founder and CEO of Los Angeles-based Clique Media Group, whose properties include WhoWhatWear.com, Byrdie.com and MyDomaine.com.
In 2016 — exactly a decade after launching Who What Wear — Power and co-founder Hillary Kerr will get their wish. In the first week of February, Target will introduce a fashion line under the Who What Wear name. The inaugural collection will include nearly 70 pieces, priced from $14.99 to $49.99. Unlike the majority of Target’s designer collaborations, the Who What Wear partnership — a licensing agreement between the big-box retailer and Clique Media Group — will be ongoing, with four seasonal collections, complemented by mini-collections, delivered to 800 Target stores during the first week of each month.
The range will include more than 20 categories, from knit and woven tops to pencil skirts and party dresses. There will also be denim, day dresses, sweaters in multiple silhouettes, jackets, blazers and a complete accessories offering. While not every store will carry the entire range, all items will be available at Target.com and WhoWhatWear.com. Plus-sizes will be available online-only.
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