As with any marketing
partnership, there should always be
a contract in place and a human being helping to manage the relationship
HOW REVOLVE USED INFLUENCERS TO BUILD ITS BUSINESS
Revolve, a Los Angeles-based e-commerce fashion retailer, has made no secret of its dependence on a large number of influencers to wear and promote its clothing ranges.
Over the past ten years, Revolve – which operates 22 in-house brands – has amassed a 2,500-strong influencer network, whose faces and hashtags generated around $500 million in sales in 2018. In the first six months of that year, Revolve spent $36.5 million on marketing.
It also hosts a weekend #Revolvefestival during Coachella and has held more than 40 #Revolvearoundtheworld trips, where a handful of instagram influencers and models along with professional photographers are invited to destinations as diverse as London, Turks & Caicos and Tokyo, in order to promote their ranges. The 13 guests on the five-night stay in Turks & Caicos, for example, had more than 21 million followers between them. Every guest receives an itinerary in
CorpComms | February/March 2020
advance, with each themed activity – such as blush brunch or beach riot day – paired with a brand to wear, and is invited to pick a wardrobe for the trip. An additional fashion showroom is set up on location, allowing the influencers to enhance outfits.
Each influencer is responsible for a specified number of posts on their sites, but Revolve also posts images on between six to eight accounts.
While the strategy started with bloggers, the key vehicle now is Instagram. Chief brand officer Raissa Gerona has said that working with Instagram influencers allows Revolve to reach a global audience: 45 per cent of those that follow the company do not live in America. She describes influencers as ‘entrepreneurs... who obviously understand how to build a brand’, adding: ‘They really help to authentically spread your brand message, and have been such a huge part of that for us.’
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images: @revolve
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