In one of the latest fashion collaborations in the recent times, Target is teaming up with “Who What Wear” to launch a new fashion line by early 2016. The inaugural collection will see the launch of around 70 pieceswhich will be priced between $14.99 and $49.99.
The partnership between Clique Media Group (which owns WhoWhatWear.com, Byrdie.com and MyDomaine.com) and the big-box retailer will be an ongoing one – a drastic departure from how Target usually collaborates. The ongoing partnership will, for the time being, be for four seasonal collections that will be complemented by more mini-collections. Pieces from the new collection will be made available at 800 Target stores. The collection will also be available on both the online platforms –Target.com and WhoWhatWear.com.
The new collaborated range will have everything from knit and woven tops to pencil skirts and party dresses. The collection will also have day dresses, denim, jackets, blazers, etc.
Katherine Power, the co-founder and CEO of Clique Media Group said that, “We’ve wanted to do a line at Target probably since we started the company in 2006.”
This is the first time that Clique will be developing products. This is also the first time that Target is partnering with a media company for a clothing line (it usually partners with a fashion brand). The partnership, though a new kind, aims to integrate content and commerce. The idea is to close the gap between demand generation and transaction.
“We’re operating at the intersection of fashion, media and e-commerce,” said Power. “Our idea was to make magazine-quality content, but offer the instant gratification that a magazine can’t. We’ve been shoppable since day one, which means our readers are now going on to our search bar to shop,” she added.