Since CMG had already launched Shop/Who What Wear, a desktop shopping platform for its subsidiary Who What Wear, speculation about what the e-commerce product would be led many to conclude it would be an app.
Today, the media group, which is also the parent company of lifestyle and beauty sites MyDomaine and Byrdie, and millennial and Gen Z sites, College Fashionista, The Thirty and Obsessee, has confirmed the launch of its Shop/Who What Wear app.
Since its founding in 2006, Who What Wear has been known as one of the first fashion websites to thrive from a content and commerce model. And 66 percent of its audience consumes its shoppable content on their mobile devices so launching the app was just a natural extension of that, Courtney Wartman vice president of business development at CMG, told FashInvest in a call Wednesday morning.
“We actually link to 10 different sites in our editorials so if you’re on mobile reading our recommendations and you’re going to 10 different retailer’s sites, the experience can be really frustrating,” she says. “The app allows the user to seamlessly checkout clothes from our content.”
So far CMG has partnered with 30 retailers for the app that include Moda Operandi, Bloomingdales, Topshop, Barneys New York, Gucci, Who What Wear for Target, Reformation, La Garçonne, Anine Bing, Yoox and Asos, and takes a small commission from each sale.
Wartman says CMG has been developing the app with its in-house team for the past three years and worked with Two Tap to create its universal checkout cart.
The app’s proprietary cataloguing technology curates and whitelists certain products over others to help users avoid running into option fatigue. And for a second layer of curation, CMG has enlisted Who What Wear’s editors to choose products based on data they’ve acquired from readers about what they like.
“Across all our sites [and] our social properties we have about 31 million readers,” Wartman says. [They] have become very accustomed to our tone our voice and how we speak to them so [the app is] like a familiar friend they’ve already shopped with.”