Who What Wear is launching a new mobile e-commerce app for mobile for shopping from 30 brands and retailers to feature select items. Retailers include Moda Operandi, Topshop, Reformation, Barneys and Gucci. It will also feature the Who What Wear line for Target.

Katherine Power, co-founder and CEO of Who What Wear parent Clique Media, said the app was developed in response to a growing trend of users using the site specifically to search for specific styles. Power and her team discovered conversion rates from the desktop site were declining, which was due to the barrier of searching through several pieces of editorial content to find products and also inconsistencies in mobile commerce experiences among the featured brands.

“The drop was happening because of the actual transaction process, so we thought, ‘Why not support the retailers by distributing the product ourselves and helping consumers get to checkout sooner?’” Power said.

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The browsing and checkout functionality of the Shop: Who What Wear app.

To increase ease of checkout, the app has a universal shopping cart that allows users to purchase directly in the platform from among the 70,000 available products. Who What Wear has an affiliate partnership with participating brands, so it receives a percentage of sales from products purchased through the app. In addition to profiting from the sales, Who What Wear will use the app to mine for data to help with future strategy, Power said. (The team already references information on popular styles based on sales made from the site, which drives purchases of an average of 20,000 items a month from 300 brands.)

“Everything we do is data-informed, from marketing to our product line at Target,” Power said. “A large portion of the design process is about data and the information we collect from [our] audience, through conversations on social channels, as well as tracking purchases. This app will unlock more data to inform the business.”

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Featured sections of the Shop: Who What Wear mobile app.