REVOLVE
Revolve was created in 2003 by two friends, Michael Mente and Mike Karanikolas. Neither Mente or Karanikolas had any clothing or designer experience before opening REVOLVE. they did have data science and business background through, and with that they created a highly profitable e-commerce clothing brand. They are L.A. based with over 1000 team members, this includes men and women designer. They also carry over 500 brands.
Their value proposition is, REVOLVE only carries merchandise that is authentic, first-run, and purchased directly from the designer. We want everyone who visits REVOLVE to feel welcome and find the experience of shopping on REVOLVE rewarding.
Their mission statement is, As an innovative online-only retailer, REVOLVE constantly strives to provide the most relevant digital experience possible to engage customers and keep them coming back for more.
Marketing Strategies
REVOLVE's usual marketing strategies are all based on data they collect from their customer base. “If we take a risk on a trend and can see it doing extremely well, we can qualitatively distinguish how future styles will sell," - chief marketing officer Raissa Gerona.They also look for niche designers, ones that you would not find at Macy's for example. REVOLVE also sponsors influencers' trips and pays them to wear the company's clothing. This allows the company to be seen by a wider audience. REVOLVE manufactures and designs 18 of its own brands, a move that helps it stay ahead of trends. The clothes are manufactured in China and India as well as locally in L.A. This allows them to never run out of a product in any collection they have.
Marketing Issue
In September of last year REVOLVE released a sweatshirt that read in all caps, "BEING FAT IS NOT BEAUTIFUL, IT'S AND EXCUSE." This was supposed to be released as part of a anti-fat shaming campaign. The collection was originally created by LPA, alongside Lena Dunham, Emily Ratajkowski, Cara Delevingne, Suki Waterhouse, and Paloma Elsesser, was set to debut the very next day to shed light on fat-shaming that goes on in our communities. The sayings that were to go on the clothes we the worst troll quotes that each of these women had received online. What is hard to see in the picture is that the little text on the bottom says " as said to Paloma". Not only was the quote bad the sweatshirt only goes up to an XL, so the women who this campaign was supposed to empower probably wouldn't eve fit into one. Not only this but people were also angry that a more diverse model was used, which did not seem to support the campaign at all. A few days later REVOLVE came out with a statement that they messed up, they apologize and agreed to donate $20,000 to Girls Write Now, which this campaign was supposed to support anyways. Revolve also took down the shirt before any were bought.
What I Would Have Done
I thought the whole situation was a disaster. A clothing company who does not even sell plus size clothing promoting an anti fat shaming campaign, it does not work. I would not have done any of this if I were a part of this company. But if I had to, I would have promoted the campaign weeks before the actual release, that way people know whats going on. I would have used a more diverse set of models and had the clothing size go above XL. Over all I don't think REVOLVE thought this one through very well.Links:
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