How Who What Wear cofounder Katherine Power turned an online fashion community into a brand factory.
This past May, Target debuted Versed, a 19-piece skincare line free of 1,300 toxic ingredients, priced at less than $20 per item, and packaged in sleek mint-green, teal-blue, and pink tubes and bottles. It’s the latest brainchild of Katherine Power, the co-founder and CEO of Clique Brands, which includes 16 million–person online fashion community Who What Wear and a number of retail lines. Power began her career as an editor at Elle magazine, but found a new media-business model in turning reader insights into e-commerce and products. In 2016, she cocreated the Who What Wear clothing line, sold exclusively at Target. In 2017, she partnered with Target on its in-house activewear brand, Joylab. Now she’s applying her trove of consumer insights to Versed, the first spin-off company of Who What Wear. Here’s her playbook for launching affordable, breakthrough brands.
TALK TO YOUR (FUTURE) CUSTOMERS
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Esta historia es de la edición September 2019 de Fast Company.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
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In honor of Fast Company's 10th Innovation Festival in September, we identified 10 industrious leaders whose groundbreaking efforts defined the past decade in business. We spoke to them about their extraordinary achievements in tech, medicine, entertainment, and more. And we explored how the impact of their work has withstood passing fads, various presidential administrations, a pandemic, and many, many quarterly reports.
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