Hillary Kerr, Marina Larroude


PHONE TALK: “It just makes mobile shopping dangerously easy,” said Hillary Kerr, cofounder of the fashion web site, Who What Wear, which recently launched a mobile shopping app, Shop/Who What Wear and was touting it at an event Tuesday night at Barneys New York.

Kerr told WWD that the beauty of the mobile app is that it has a single card checkout, with no need to keep reentering your credit card information, which is a real convenience to mobile shoppers. The app features 30 stores and 2,000 brands.

“I shop on my phone all the time and the interface is not always great. I like our interface. We’ve got curated boutiques and people can shop Barneys and other retailers,” said Kerr, who said the stores range from Zara to Gucci, and the site also contains fashion articles. “It’s mass to exclusive. It’s a very curated experience,” she said.

The company takes an average 12 percent commission from retailers when one of its readers makes a purchase from the site. Partnering retailers, that include Saks Fifth Avenue, Neiman Marcus, Forever 21, Intermix, Reformation, Urban Outfitters, Burberry and Asos, fulfill and ship out the orders.

In a conversation with Marina Larroudé, fashion director of Barneys, Kerr showed the features of the new mobile app, and noted that the customer can sort by price, category, store and under $100. The app features New Arrivals, which are updated daily; Get the Look, which spotlights celebrities such as Rachel Bilson, Heidi Klum, Kate Bosworth and Kendall Jenner, and the ability to buy their outfits; Outfit of the Day, and Editor’s Picks. “We always feature new stuff so you feel like you’re getting a fresh shopping experience,” Kerr said.

Kerr told the audience that she personally shops more and more on her phone. “I will buy more if I have to do less,” she said.

Asked how technology has changed the shopping experience, Kerr said, “It’s all going to the phone.” She said when they started the e-commerce site, Who What Wear, in 2006 she had a flip phone. “The iPhone changed everything. Everything I do is phone based, and it has sped things up since 2006. Back then I was delighted if something came in two weeks,” she said.

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