4 salaries. It's a case study in how fashion has become a business not based only on style but also on data. The initial big idea behind Revolve was to build an e-commerce site that stocked as many fashionable brands as possible, according to chief marketing officer Raissa Gerona, who joined the company in 2010.
As chief brand officer at Revolve, Raissa Gerona oversees the influencer arm of a company with a stock market capitalisation of $1.53 billion as of late August.
Marketing and sales are what continues to develop a company, the question is how?
In exchange, influencers are encouraged to upload images of themselves in Revolve’s clothing to their social media accounts.Mente says they are used to monitoring where consumers are spending their time and pivoting. Revolve’s strategic campaigns derive mostly from media influencers…
Software Engineer. Based on 25 salaries. The attraction is not just the clothing but also the aspirational lifestyle that caters to the Millennial audience. \"Our customer wants a piece of that lifestyle,\" Gerona says.How is Revolve not just still standing but actually sprinting in circles around competitors? “People’s trust in influencers is definitely going down,” says Blaney. The two met at a software company called NextStrat that ended up going belly up after the dot-com bubble burst. Revolve estimates that it has reached less than 3% of its demographic of women between the ages of 18 and 44.“Revolve has made influencers feel amazing. Co-Founders Michael Mente and Mike Karanikolas began the online store in 2003 and had skyrocketed the company through creative means. People with followings between 30,000 and 500,000, called “power” influencers, make an average of $782 per video. Shares locked in a 94% gain in their first day of trading, giving the company a market capitalization of $1.47 billion. Revolve had first announced plans to go public in October but delayed the offering amid a downturn in the stock market late last year.Revolve is the latest in a string of retailers to seek the public markets, following Stitch Fix, Farfetch and Levi’s. The RealReal, an online luxury consignment retailer, filed for an IPO last week.I am a staff writer at Forbes covering retail. "Everything the company does stems from data," says Gerona.The company scouts for niche designers that can't be found at Barneys or Macy's and analyzes how the brands perform on the site. According to Forbes, Revolve sponsors influencers' trips and pays them to wear the company's clothing. It has only taken on one outside investor, TSG Consumer Partners, which put up $50 million for a 34% stake.I am a staff writer at Forbes covering retail. Then there is also the challenge of maintaining the speed and flexibility of its supply chain as the company scales.Scroll through Revolve's Instagram--with its 2.4 million followers--and you'll see photos of these influencers, clad in the company's clothing, taking tropical weekend getaways, brunching with friends on Sundays, or attending Coachella.
To entice customers, they offered free shipping and returns from day one.The e-commerce company priced its shares at $18 apiece on Thursday evening, at the top of the expected range of $16 to $18. "Wherever the consumer has been is where we have been and where we will be," he said in an interview from the New York Stock Exchange on Friday. That worked for a while, but when the recession hit in 2008 and they saw their competitors selling merchandise for half-off, Revolve decided to buckle down and focus on creating a special product for a very specific audience: Millennial women.When it comes to potential challenges in the future--besides Amazon looming as a potential major threat to any retailer these days--Leavitt says that Revolve will face challenges in keeping up with changing fashion trends. When that happens, Revolve will step in and manufacture the item itself.CB Insights senior retail analyst Zoe Leavitt says that companies investing in influencer marketing began to appear only a couple of years ago and few have received the same traction as Revolve.