Who What Wear to Give Indie Brands Free Media Amid Coronavirus

Being a young, independent business as the global economy hurls toward a recession is not a great position to be in, but Who What Wear is looking to help some fashion and beauty brands in one way it knows how. The popular shopping-focused site next week will start a “Spotlight” series, in which it will give one brand a week free on-site advertising, coverage and social media content in an effort to drive sales and awareness of small brands as the coronavirus pandemic has zapped marketing budgets, particularly those of independent brands. Having started as a shopping suggestion site in 2006, an ethos still very much the core of Who What Wear and its business, cofounder and chief content officer Hilary Kerr said she distinctly remembers being a young business during a recession. “This is truly something I wish we’d had when Katherine [Power] and I started out, really right before a huge recession hit,” Kerr said. “Unfortunately, I don’t think we got a lot of support during that time, but now we have an amazing opportunity to help some businesses, hopefully those that are underrepresented.” The process to apply is not very technical. Kerr said Who What Wear will make a Google spreadsheet

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