05/16/12 - 0 Comments
On What to Wear Where with Karen Klopp
“What should I wear today? What do I wear to an event like that? Is it okay to carry this purse with these shoes?” Throughout history these questions have stumped women on a day-to-day basis. Karen Klopp has launched What2WearWhere.com as an easy solution. This website was created for today’s affluent, multi-tasking women whose demanding schedules do not include in-store shopping. Even shopping on the internet can be overwhelming and time-consuming. What2WearWhere provides women with a virtual personal shopper and concierge that gives you style advice on-demand. “We take the guesswork out of dressing, the legwork out of the shopping and the panic out of packing”, the site proudly states. W2WW has numerous retail partners, so users can seamlessly purchase items and can quickly find what to wear for any occasion. The site includes well-traveled individuals and fashion editors from around the world, and through texting, emailing, blogging and tweeting they answer the eternal question that has beguiled brilliant women since the beginning of time: “What should I wear?!”
We interviewed the stylish founder and mastermind of W2WW, Karen Klopp, about this life-saving shopping experience.
“What2WearWhere” gives women advice on what to wear to any event ranging from special occasions to travel. Where did the inspiration for this site originate?
There was an article in the London Times that said that women spend a whole year of their lives figuring out what to wear. It can be very stressful. So I founded What2WearWhere.com, a lifestyle brand and a destination shopping website, combining a digital retail boutique and content rich blog that helps today’s busy women dress for all of life’s events, sports and travel. The site is an aggregator of all the latest online women’s fashion sites, and carefully curates online and in-store searches through the site’s many affiliated household name brands, department stores and designers.
What kind of pieces does the boutique offer its consumers?
We create collages of complete attire, appropriate for life’s events — dresses, separates, shoes, hats, jewelry — and we put together a chicly coordinated look. Part of our business is a “click-through” model where we take our shoppers to retail sites to purchase the item. In addition, we are partnering with some smaller fashion brands to sell directly on our site. We are constantly on-line sourcing our selections. The result is a synthesis of the latest looks and trends compiled by a savvy group of tastemakers and influencers. What2WearWhere.com covers trends, sales, events and topics that are current and relevant to our readers, on such diverse topics as what to wear to a formal wedding, job interview or working out at the gym. In addition to our vast on-line inventory, our users are always encouraged to ask us for advice on specific destinations and events.
What does the boutique offer that sets it apart from other boutiques?
I like to say that What2WearWhere is the only website where you can find a beautiful evening gown and a fly-fishing outfit. We offer one-click shopping, whether you are looking for advice for a destination, wedding or great new workout clothes for the gym. We have it all.
How would you describe the overall style of the boutique?
What2WearWhere.com covers trends, sales, events and topics that are current and relevant to our readers. In addition to our vast on-line inventory, our users are encouraged to ask us for advice on specific destinations and events. We synthesize the latest looks and trends compiled by a savvy group of tastemakers and influencers.
Tell me a little about some of your guest editors on the site and how their personal styles contribute to the site.
We looked at our friends and asked, Who are the tastemakers and influencers? The women of style that other women follow? Having a variety of editors allows us to have several points of view. While our voice of W2WW is consistently classic, Hilary Dick brings her own chic style to the site. Jill Fairchild is our “cool girl” with a style all of her own and Nicole Hanley Mellon is modern and hip.
The site donates ten percent of its sales to charity, what are some examples of causes that the site contributes to?
We have a designated Charity of the Month where we donate ten percent of our commission from affiliate sales. In addition, we donate $1.00 for each person who signs up on our site during the month. Some of our partnerships have been with The Society Memorial Sloan Kettering Cancer Center, Ovarian Cancer Research Fund, Audubon Women in Conservation, New Yorkers for Children. Here is a link to more of our partner charities.
What are some of your favorite things about the site? Why?
We cater to an audience of young to middle-aged women that readily rely on the advice and commentary we offer. We also make it fun. Our What the Chairs Wear is our most popular column. In it we feature an upcoming social event, like the ultra glamorous Met Costume Institute Gala or the Central Park Conservancy “Hat Luncheon” and we put together an entire outfit for it. You don’t have to be attending to enjoy reading about it.
Why the blog?
From the beginning, we realized that our content had to be fresh and relevant so we post to the blog on a daily basis. One of the aspects I love about the web is the immediacy. It is very exciting. If you have an idea, you can have it up and out in a very short period of time.
How would you describe your personal style?
My style is classic. I take a few trends each season and incorporate them into a stylish look that works within that framework. This season’s brightly colored jeans are great fun. I also love platform pumps — they immediately update any look.
How has your personal style influenced the success of the site?
Our muses are the fashion icons whose classic style has enduring appeal — Grace Kelly, Jacqueline Kennedy, Audrey Hepburn. You can’t go wrong with keeping it simple and chic.
Due to technological advancements, consumers tend to get bored quickly. How do you keep ideas new and fresh?
We keep the site lively by posting new content every day that is relevant to our readers. We get our inspiration from the time of year, events, headlines, pretty much everywhere. Some examples of recent posts have been: “What to Wear to the Kentucky Derby”, Graduations, Frieze New York Art Fair, Weekend in the Hamptons, etc. When the news broke about the baby giraffe born in the Bronx Zoo, we posted a video and displayed some great giraffe print dresses and tunics. That was fun!