Case Study

Budget Fashionistas Learn 'Who What Wear'

How-To Video Series Teaches Dressing for Less

By Published on .

The Creators: Hillary Kerr and Katherine Power, two former Elle editors based in Los Angeles, started the Web series "Who What Wear." The show covers how to imitate celebrity and runway fashion in a way that's affordable and accessible to most women.

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The Distributors: The show is distributed by Web video financier and distributor 60 Frames, which handles the development, distribution and advertising sales. "Who What Wear" is available on, also the home for a blog on the same topic. The show's Web site relies on Blip for its video player, so it also is distributed on In addition, the show is available through iTunes. 60 Frames CEO Brent Weinstein said the show has occupied the No. 1 spot for fashion and beauty podcasts in the iTunes store nearly every week since its 2007 launch. The creators also rely on a sizable e-mail distribution list to market each new episode. 60 Frames occasionally carries the show on MySpace and other sites when it inks advertising deals tied into those destinations. "Who What Wear" has generated "millions and millions" of views since launch and averages out to well over 150,000 views per episode.

The Sponsors: Advertisers have included McDonald's, JC Penney and Procter & Gamble, which will advertise in the coming weeks. "We did a JC Penney campaign that was on MySpace and we will do another campaign with Procter & Gamble that will only be on MySpace," Mr. Weinstein said. "They want to be on MySpace for a certain degree of promotion and they want to reach a certain audience," he said. Ads formats have included pre-rolls, banners and product integration.

The Content: The weekly episodes of "Who What Wear" last two to three minutes. "When it comes to fashion most magazines and shows either expect women to know everything or they speak down to them. We wanted to engage our readers and viewers and have them feel comfortable asking questions," Ms. Kerr said. She said she receives thousands of e-mails each day about the show and often mines those missives for subject material. "If we get 15,000 emails about fall coats we'll do a show on it," she said. The audience skews female with most viewers in the 18- to 34–year-old demographic.

Backstory: Ms. Kerr and Ms. Power met on the set of cable show "Project Runway" during the show's second season when Ms. Power was a judge. "We noticed everything seemed to be trending online and there was this hole in the market between wire service images and Perez Hilton's approach to see what people were wearing. We wanted to create a place that was all about the fashion without the snarky gossip," Mr. Kerr said. They launched the Web site "Who What Wear" in late 2006 as a blog and text-based site. A year later, they connected with Mr. Weinstein and developed the idea for a Web series based on the topics they covered on the site. "We were looking to enrich the content of the site and there are also lots of stories that can be told better through video than flat, two-dimensions," Ms. Kerr said.

Endgame: Ms. Kerr said she and Ms. Power evaluate all potential distribution opportunities. "We are dedicated to growing the audience and continuing to be relevant and reaching out to new viewers," Ms. Kerr said. Mr. Weinstein echoes that sentiment, with a focus on the business side of the show. "We want to continue producing great episodes every week, partnering with great advertising and we've like it to continue to be one of the most successful fashion shows on the Internet."
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