Who What Wear app

Editorial and commerce continue to converge with Clique Media Group’s Who What Wear launching a shopping app Wednesday that makes its debut with 30 brands out of the gate.

The app, called Shop/Who What Wear, is for iOS and allows users to shop a selection of looks in keeping with the same point of view offered on its site, which produces content focused on celebrity fashion and street style.

The company will have its own Who What Wear Collection for Target, which launched last year available on the app. Other brands that have also signed on to the app include Gucci, Reformation, Moda Operandi, Barneys New York, Neiman Marcus Group and Urban Outfitters Inc.

The app provides a single shopping cart and discount codes are automatically added.

“Who What Wear has an audience of more than 14 million who come to us for trend round-ups, celebrity style inspiration and market guides,” said CMG cofounder and chief executive officer Katherine Power. “Shop/Who What Wear is the perfect complement to our editorial content because it completes the natural progression from seeking fashion inspiration to making a purchase in an easy and curated way.”

CMG’s portfolio of brands also includes MyDomaine, Byrdie, College Fashionista, The Thirty and Obsessee — all of which are aimed at either Millennials or Generation Z consumers.

Technically, purchases can already be made through Who What Wear’s site, which pushes consumers out to partner brand sites for purchases. This allows all transactions to be done within the app in a single cart, something CMG cofounder Hillary Kerr called a “dream scenario” for shoppers.

Who What Wear’s readers are already on their phones anyway, with the company reporting about 66 percent of its readers accessing its site via mobile.

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