Watching adjustments in client conduct helped who’re carrying what do pandemic pivots

When the pandemic broke out, it felt like the world was changing overnight. Certain settings, such as offices or stadiums, were blocked immediately, as were activities such as going to a concert or even visiting a friend's apartment. With these shifts came changes in people's needs and wants – especially their clothes.

Shayna Kossove, chief revenue officer of Who What Wear, a digital publication focused on fashion and shop-for-shopping content, saw this shift in real time. While Who What Wear readers searched for a range of styles in February, from workwear to formal wear, the start of the pandemic focused on other categories like loungewear and beauty products.

"Within the first 30 days after the pandemic, when everything stopped, we really had no idea what to expect," Kossove told editor Sara Jerde on Wednesday at the Adweek Commerce Week virtual event. “[Our reader] is shopping more than ever. But of course what she's buying now has changed. And we've adjusted our editorial and branded content strategy to meet our users where they want to buy now. "

Who What Wear watched consumer behavior change and made its own changes, particularly to editorial themes and how branded content was created with advertising partners.

"When an advertiser comes to us and is ready to activate a branded content program, we look at this data and we can tell them, 'This has really been a trend over the past three weeks," she said.

The story of a digitally focused company helped Who What Wear survive through the pandemic. And, being a shopping-centric website, it has a greater number of channels through which it collects consumer data like affiliate links, which the company can use to determine which products its visitors not only click but also buy. This data then enables them to make predictions about future trends – invaluable information for advertising partners.

"We have worked to create audience segments with our first-party data," said Kossove. "We can create a segment that not only includes the type of content she consumes, but also what she actually clicks and buys. This goes one step further." We can predict which readers will actually convert to a particular fashion or beauty segment. "

Watch the full conversation between Kossove and Jerde below.

Don't miss that Brandweek Sports Marketing Summit and Upfronts, a virtual live experience 16.-19. November. Get insights from leading athletes, how they mastered a year of surprises and changes, and what to expect in the coming year. To register.

Comments are closed.