Black-Owned Fashion Brands and Boutiques to Support Now and Forever

In the wake of recent events—most recently the murders of George FloydAhmaud Arbery, and Breonna Taylor—many people, including the Who What Wear editorial team, have been asking what they can do. Aurora James, the founder and designer of Brother Vellies, answered that question by creating the 15% Pledge, which calls major retailers to pledge 15% of their shelf space to Black-owned businesses. Swipe through her Instagram post below to read more about the reasoning and impact.

But what if you’re an individual? You can put pressure on these major retailers by contacting the company or commenting on their social posts. You can also consider dedicating 15% or more of your personal fashion spending to Black-owned brands.

It’s also important to note that the financial impact of COVID-19 has generally hit Black-owned brands harder than others, as illustrated in the graphic below by Mona Chalabi

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‘Never Have I Ever’ Star Richa Moorjani

The scene-stealer shares her own influence on Kamala’s style in Mindy Kaling’s Netflix series and her speed-shopping trip for her “Vogue” India-covered wedding.

(L to R), Maitreyi Ramakrishnan as Devi, Richa Moorjani as Kamala and Poorna Jagannathan as Nalini in 'Never Have I Ever.'
(L to R), Maitreyi Ramakrishnan as Devi, Richa Moorjani as Kamala and Poorna Jagannathan as Nalini in ‘Never Have I Ever.’

We all buy clothes, but no two people shop the same. It can be a social experience, and a deeply personal one; at times, it can be impulsive and entertaining, at others, purpose-driven, a chore. Where do you shop? When do you shop? How do you decide what you need, how much to spend and what’s “you”? These are some of the questions we’re putting to prominent figures in our column “How I Shop.”

In “Never Have I Ever,” Devi’s cousin Kamala is too focused on studying for her PhD, bingeing “Riverdale” and secretly meeting with CalTech snack, Steve, to

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Why Fashion Is About to Get Very Understated

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As the world begins opening up after months of isolating, there is no shortage of questions. What will day-to-day life be like after Covid-19 upended the status quo? There’s much that remains to be seen, but a recent report by Bank of America sheds light on at least one facet of post-pandemic life: what we’ll be wearing. While clothing and accessories may seem inconsequential given the enormous issues the world currently faces, it’s worth remembering that fashion and retail are a big businesses, employing tens of millions of people around the globe. The study is geared toward investors looking at the future of the industry. And, according to the findings, the future is all about understatement. Or, as the report’s title succinctly states, “Nobody wants to show off in a crisis”.

That may seem like a rather obvious observation, but the data offers

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Customer Data Reveals Shift in Peak Online Shopping Hours

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As consumers continued to stay at home during quarantine, in the last two weeks in April and the first two weeks in May 2020, Quibit looked across customer events, transactions, and visitor sessions in the U.S. and U.K. to gain insights on how people are shopping presently and how retailers can adjust.

With revenue per customer down across all verticals, Quibit writes in its report that there is a risk for smaller AOV becoming the “new normal” for online shoppers once stores re-open. Further, as revenue-per-converter is down across all sub-verticals and retail channels, the company says there are signs of consumers becoming thriftier in spending. This can be attributed, the report states, due to fears of job securing and disposable income.

“There’s no doubt in my mind that brands that have been able to pivot quickly are those that are going to

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