Watching Consumer Behavior Changes Helped Who What Wear Make Pandemic Pivots

The shopping-focused fashion site has valuable data for advertisers

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When the pandemic hit, it felt as if the world shifted overnight. Certain settings, like offices or stadiums, became immediately off-limits, as did activities like attending a concert or even visiting a friend’s apartment. With those shifts also came changes in people’s needs and desires—particularly their clothes.

Shayna Kossove, the chief revenue officer of Who What Wear, a digital publication focused on fashion and shoppable content, saw that shift happen in real time. While in February, Who What Wear readers were looking for a slew of styles, from workwear to formal attire, the onset of the pandemic saw its readers’ focus zero in on other categories like loungewear and beauty products.




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