Amazon Business New Tactics Investment Fashion Website Seek Innovation

Amazon has new moves to make good use of its clothing business.

August 14th fashion

Website WhoWhatWear announced the adoption of the B round of financing, and the investment of Amazon and Bertelsmann Digital Media reached $8 million.

Greycroft, Lerer Hippeau Ventures and other five companies are the existing investors of WhoWhatWear. They are also involved in the round of financing.

What website is WhoWhatWear attracting to many investors such as Amazon?

In fact, it can be seen from the name that WhoWhatWear is very concerned about people wearing clothes.

Since its founding in 2006, it has been positioned as a star fashion network. Its founder Katherine Power and Hillary Kerr have all been editors of ELLE magazine. They want to be a fashion business with fashionable vane attributes.

Different from other collocation providers, WhoWhatWear has a straightforward gossip attribute.

"We've been watching online gossip blogs, and we realized that we could customize such content in electronic magazines."

Power said in an interview with TechCrunch website.

Power and Herr believe that in the past many people discussed gossip on the Internet, but no one discussed what they wore.

"Fashion magazines will tell you what people wear, but you can't buy things in magazines."

Power told Business Insider.

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Therefore, WhoWhatWear started to make content, mainly around the star's daily wear to set the theme.

Each content gives links to shopping.

At first, the social networking sites used by startups were MySpace, not Facebook and Twitter, nor Pinterest.

WhoWhatWear, which relies on viral marketing to earn its reputation, relies on its characteristics and successfully survives at the stage of Net-a-Porter operation.

"It has not been built yet.

Above the business mode.

Power said.

Now, WhoWhatWear is part of Clique Media, a content technology company.

Power and Kerr also released two new websites in 2013: one is Byrdie focusing on makeup news, the other is MyDomaine focusing on lifestyle topics such as home furnishings and travel.

At Clique's headquarters in Losangeles, WhoWhatWear also owns its own fashion room and photo studio for the production of original content on the website.

Native content is actually a way for WhoWhatWear to provide fashion advice to users.

Since 2007, it has been producing original advertisements, which makes every content appearing on the website can be turned into consumption.

This pattern is also applied to Byrdie and MyDomaine.

So far, WhoWhatWear already has 3 million 800 thousand independent visits.

On this basis,

Other investors' round of capital injection will be used to continue to increase content production and expand international channels.

First, WhoWhatWear plans to arrive in Europe and Australia, and then release new e-business products.

Meanwhile, according to TechCrunch, Amazon's injection is actually quite unexpected.

Last month, it had just opened the photography studio in London and was looking for the post-90s young model Suki Waterhouse as the spokesman for the official fashion brand.

From now on, the carefully planned shopping guide website can help Amazon.

Open the situation quickly.