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
この記事は Fast Company の September 2019 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は Fast Company の September 2019 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、9,000 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
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