Revolve Clothing; LA’s trendy and posh e-commerce retailer that made over $400 million sales in 2016 is one brand that continues to impress me with their digital content strategy. It is said that Co-Founders Michael Mente and Mike Karanikolas, both without any background in fashion, started the online store in 2003 and escalated the company through creative means. Revolve’s strategic campaigns derive mostly from media influencers and creating buzz, mainly through Instagram. As a brand, Revolve has rejected expensive advertisements, opting for a much more authentic approach that puts a unique spin on traditional advertising. Their chosen communication techniques further prove that the brand has been able to figure out what resonates with their core consumer on both a content and product level.
Raissa Gerona, VP of brand marketing and strategic partnerships for Revolve recently told Marketing Dive, “The best way to connect with consumers is having a story and almost a heartbeat to your brand. Whether it’s on the homepage, email or social, making sure everything we put out there feels lifestyle oriented and making her feel like she’s friends with us, that has allowed us to make that connection over and over again.” What I particularly love about Revolve is how through their communication methods, they sell you a lifestyle, more than an item of clothing. “We show our customer not only how to wear a dress, but also where you would wear that dress and how that dress accentuates your personality, all in one image,” added Gerona.
Over the years, the Revolve brand has developed organic relationships with fashionistas/bloggers to represent the brand on a more realistic level from social media powerhouses Kim Kardashian, Chanel Iman, Kendall Jenner, Iggy Azelia, Jasmine Sanders to Nicole Richie and Hailey Baldwin to name a few. Whether it’s Palm Springs, the Hamptons, Croatia, Miami, and most recently, Anguilla, Revolve regularly hosts getaways to provide a space for bloggers and influencers to gather, relax, while mimicking the lifestyle of the Revolve customer.
It’s pretty obvious that brands are striving to create content that speaks to their respective audiences authentically. Revolve has conceptualized a few content pieces which I feel places them at the top when it comes to digital content creation.
The brand’s on-going #RevolveMe program encourages customers to share their Revolve outfits using the hashtag for a chance to be featured on the website’s homepage. Not only do they gain brand advocates but with all of the #RevolveMe content being made shoppable in the homepage corral, according to Karanikolas, this strategy is also responsible for driving millions of dollars in sales a year.
#RevolveSocialClub, the Millennial-minded e-tailer’s concept is an exclusive physical shopping experience for REVOLVE’s high spenders, top social media followers, influencers, stylists and select celebrities on Melrose Avenue in West Hollywood, CA. The “social club” is the company’s dynamic space, which serves as a showroom, an event space and a personal shopping venue depending on the brand’s needs. According to the brand, the Social Club, aside from acting as a physical storefront, is aimed at helping raise the profile of certain brands sold on Revolve by giving them a shot at trying retail with pop-ups in the Social Club. How awesome?
This was one FOMO-inducing experience. This time around, for four weekends in July, Revolve hosted celebrity and influencer-filled parties at a Water Mill mansion, hosting their brand ambassadors and slaying all of our lives on social media. The guest list read like a Who’s Who of Hollywood’s biggest social media stars — Chrissy Teigen, Hailey Baldwin Nicole Richie, and Kim Kardashian who was rumoured to have been paid over $500 000 for the appearance, each hosted an event at the Revolve Hamptons mansion.
As part of their highly anticipated annual trips, Revolve recently flew some of their favourite influencers and bloggers to Anguilla. To ensure that this trip translated into not only digital dominance, but sales too, the retailer officially named the week their very own Resort Week, ensuring that fans are inspired to shop the looks as seen on their favorite influencers on social media feeds.
I believe a lot of brands could learn a thing or two from Revolve’s approach to marketing their brand. The common thread between all these campaigns is “experience”. According to the brand, they are all about experiences for themselves, the influencers, and the audience. The truth is, consumers have become smarter and are no longer looking for brands that tell them what to do, instead they are interested in brands that use creative and less structured ways to showcase how their products are relevant to their lifestyles.