Trendy, beautiful, and posh, the powerhouse e-commerce retailer Revolve, carries over 500 brands/labels. Co-Founders Michael Mente and Mike Karanikolas began the online store in 2003 and had skyrocketed the company through creative means. Marketing and sales are what continues to develop a company, the question is how? Revolve’s strategic campaigns derive mostly from media influencers and creating buzz through Instagram. They reject high-capital advertisements and resolve to a much more profitable avenue.
A famously renowned summer destination for those looking to relax in the busy city of New York while indulging in luxurious, well, everything! From fine-dine cuisine, breathtaking scenery, and quality Revolve clothing; not to mention they’re the ones sending these bloggers to theirs.
Recently, Revolve sent their finest gals (such as Camila Coelho) to The Hamptons, acting as their brand ambassadors and capturing every moment via photo/video and posting it on their social media (which reaches thousands). As you’d expect, the campaign turned out to look just as beautiful as the bloggers themselves, including the Revolve outfits they paired with. One of our favorites, Victoria has stunning silvery-white hair color and feminine bohemian sense of fashion, fits perfectly with Revolves brand image.
‘A group of people or a place where they meet, generally formed around a common interest occupation or activity’, in this case, those who admire Revolve. Another word for this campaign is, pop-up shops, however, it doesn’t only play as your typical brick-and-mortar. They are invite-only events for those with the proper ‘credentials’, meaning the loyal top influencers and purchasers such as, Negin Mirsalehi and Tess Christine.
Provided pastries & mimosas, performances, private styling sessions, along with great merchandise (which is arranged accordingly to whoever booked appointments) brings exclusivity to those in the club and works as an aspirational goal for those viewing. And it merely doesn’t conform to one location; they hold pop-up shops around the world like Shanghai and New York.
Coachella, annual arts & musical festival held in the deserts of Colorado, California, is now becoming a staple of certain ‘coachella clothing’ and designers/brands are starting to acknowledge this trend. The Revolve Desert House is a two-day party with performances, top bloggers, and guest appearances such as A$AP Rocky, Gala Gonzales, and Jamie Chung. To propel further for profitability, Revolve decided to do same day deliveries to parts of the Coachella Valley & resorts associated with it. It was appropriate that Revolve created this event as it fits perfectly with their campaign and brand conception.
This on-going hashtag is simplistic and easy, yet proving to be effective (and is a cheap advertisement). For anyone who has a piece of garment from Revolve is more than welcome to add: #revolveme onto their numerous amounts of hashtags. The reasoning one might participate in the incident is by getting the chance to be featured on Revolve’s website, with your name and user account. Benefits of this; in hopes that it will drive traffic to & from the user’s media, to Revolves website, and vice versa. An example of this is Jessica Stein, acquiring a large number of followers. Many designers/retailers do this already, however ‘The Mikes’ realize that this fits perfectly into their marketing strategy of the power of social influencers.
The overall message that Revolve wanted to share with their audience in all these campaigns is “experience”. Experiences for themselves, the influencers, and the audience. We are seeing a shift from stale advertisements; that seem to bombard people daily, to a more creative and less structurally demanding manner that conveys the brand’s image rather than just the products. Furthermore, the use of multiple bloggers increases the frequency and reach of your campaign, which might just be a sight for sore eyes for those interested and invested in you.