Revolve's founders knew nothing about fashion. Luckily, they have 3,500 friends who do. The company uses influencers to model clothing on Instagram in lieu of traditional advertising.
Two young tech co-workers named Michael, who knew absolutely nothing about fashion, unexpectedly found themselves in the rag bin of the dot-com bust at the beginning of the century.Revolve Group
Revolve is only one of the fashion e-tailers harnessing the social media marketing juggernaut to sell to young and urban customers, but it’s the first to pull back the dressing room curtain to give the world a look at its financial underpinnings.In lieu of traditional advertising, Revolve uses much of its marketing budget to pamper a revolving group of about 3,500 Instagram influencers — including Kendall Jenner, for a time — for wearing its brands as well as the designer names it carries.
Mente and Karanikolas were out of a job, but had gained valuable insight about themselves and how well they worked together.“Technology was something we’d just grown up with. Data was something we were comfortable with,” Karanikolas said. “And it really helped us spot opportunities consistently, I think, before a lot of the rest of the marketplace.”
“For us, there’s no such thing as fear of failure with experimentation,” he said, “because the data that we gain from this failure also ultimately helps us improve and assess, then ultimately make the algorithms better.” Rumi Neely of Fashion Toast “had one of the bigger audiences in the early days. It was a natural fit for us to work with her first,” Mente said. The timing was also crucial. Revolve began working with Neely and other bloggers in 2009, amid the worst economic downturn the nation had seen since 1929.
“In this day and age with the democratization of content production, we can create imagery that really connects with the consumer on an emotional level, delivers our core message of aspiration and a great, happy lifestyle, and ultimately do it in a way that’s more authentic,” Mente said.
Singapore Latest News, Singapore Headlines
Similar News:You can also read news stories similar to this one that we have collected from other news sources.
The Best Fashion Instagrams of the Week: Solange, Billie Eilish, and MoreFrom Billie Eilish’s acid green tie-dye sweat suit to John Legend and Chrissy Teigen’s summer wedding style, here are the best fashion Instagrams of the week.
Read more »
Samsung's sponsorship of a controversial Instagram influencer highlights the risk of misaligned partnershipsSamsung partnered with an influencer known for posting racist comments – highlighting the importance of doing research before entering a partnership:
Read more »
The ‘King of Gummies’ built his empire with chamoy and candyMike’s Sweet & Spicy sells chamoy-coated candy that are sweet, spicy and sour. The chili gummies are only sold in two locations in L.A.
Read more »
David Koch Built a Toxic Empire — with Human ConsequencesDavid Koch was described as a 'man about town,' but his legacy is something much darker
Read more »
Cameron Dallas Reveals Details From Years-Long Addiction Struggle'There IS hope even when it seems helpless. You CAN overcome addiction and codependency if YOU choose to get help and really want it for yourself.' - Cameron Dallas
Read more »