Who What Wear

Exponential growth in monthly sales using the Rakuten Affiliate Network

WhoWhatWear.com is the leading online fashion magazine for premium style and shopping content. The site grants readers access to expert advice, fashion tips, and insider information. 

The team at WhoWhatWear.com attributes their success in the online community to their social media presence.They attribute 25% of their site traffic to social media alone and this strategy has resulted in over 2 million unique visitors to the site each month! Each post strives to supply women from all walks of life with content ranging from the affordable to the high end of luxury.

Marketing Objectives:
From the beginning, WhoWhatWear.com has been focused on delivering their readers with new fashion styles, tips and trends. As the site grew, the team realized that every post had the potential to be profitable. WhoWhatWear.com then looked to Affiliate Marketing channel to gain brand recognition and customer visibility by increasing partnerships with luxury fashion brands.

Working closely with Rakuten Affiliate Network formerly LinkShare's account management team, WhoWhatWear.com identified their best performing content and began to incorporate more links into each post to encourage readers to engage and convert. 

The team made sure to carefully track each link to make sure it was working and monetizing. On the editorial end, WhoWhatWear.com was able to quickly optimize their program to cater to the objectives of each partnership including incorporating anniversary sales and holiday promotions to increase the engagement and conversion of their readers.


  • Over 5,000% increase in gross monthly sales
  • Over 8,000% increase in commissions within 6 months
  • 2 million unique visitors to their site each month
  • $100,000 in sales to one of its partners during their anniversary sale

WhoWhatWear.com has seen the most success with retailers with a strong ecommerce presence because their readers tend to engage more with retailers that provide a great online shopping experience. They have been able to build a relationship with readers and a reputation in the industry. 

Future Plans:
WhoWhatWear.com plans to continue expanding their multi-media brand enterprise with the addition of a shopping portal. Presently, readers can only shop through each post. The team recognized the need for a shopping portal to compile all items from every story also including items from their partner’s product feeds as well. This makes it easier for the reader to return to the site to find a specific item to purchase. WhoWhatWear.com anticipates the launch of the shopping portal to be sometime in Q4 of 2014 just in time for the holidays.

Who What Wear

Utilize affiliate marketing to gain brand recognition and customer visibility by increasing partnerships with luxury fashion brands

WhoWhatWear.com provides readers with daily fashion posts to the site and all social media channels and carefully tracks each link to optimize and monetize their content

Within 6 months, WhoWhatWear.com saw an increase of over 5,000% in gross monthly sales and over 8,000% in commissions as well as a significant increase in traffic to their site with over 2 million unique visitors each month

WhoWhatWear.com plans to develop a shopping portal so readers can shop for specific past items in one place instead of searching for the related article