September 10, 2020

Business How Revolve’s chief brand officer is leveraging the company’s network of 4,500 influencers to find new ways to reach housebound millennial shoppers


Business revolve featureBusiness revolve feature Revolve is finding fresh programs to reach consumers at some stage within the pandemic.

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  • Revolve is combating a virus mosey by tapping into its tough influencer community and big social media following, whereas experimenting with fresh kinds of pronounce material on platforms adore Instagram. 
  • Fixed with Revolve’s Chief Designate Officer Raissa Gerona, the on-line retailer has additionally chanced on success by leaning into less dilapidated classes for the corporate, including loungewear, beauty, intimates, and activewear.
  • “We turned to 2 things each person is conscious of in actual fact neatly — one is social media and the replacement is influencers,” Gerona stated at some stage in a Cowen panel discussion on Wenesday. 
  • Talk over with Commercial Insider’s homepage for more tales.

When the pandemic hit, Raissa Gerona — chief tag officer on the millennial-centric on-line vogue retailer, Revolve — knew the corporate turned into going to want to originate getting artistic to take possibilities. 

Most productive known for its flashy events and megastar partnerships, Revolve has change into a traipse-to destination for possibilities to take apparel for the total lot from song festivals and beach vacations to an evening out with chums. So when Coachella turned into canceled, adopted by practically ever other match in Revolve’s busy competition season, Gerona turned into tasked with finding a technique to elevate possibilities who all straight away had nowhere to head and no times to costume up for. 

“It turned into nerve-racking,” Gerona stated at some stage in an on-line panel discussion organized by investment monetary institution Cowen on Wednesday. “As a tag that’s in actual fact known to beget a moral time, to be alongside side your of us, to be on sail, to dart, all those things soft straight away went out the window.”

Although gross sales inevitably took a success within the 2nd quarter of 2020, losing 12% yr-over-yr, Revolve easy beat investor expectations and reported shining spots adore its quickest quarterly inventory flip in six years.

Gerona stated a key piece of the corporate’s skill to remain afloat at some stage within the pandemic turned into leveraging its bread and butter: “We turned to 2 things each person is conscious of in actual fact neatly — one is social media and the replacement is influencers,” she stated.

Revolve’s skill to manual decided of an enormous pandemic mosey is in sizable piece attributable to its tough influencer community of more 4,500 worldwide companions, moreover to a captive viewers of more than 4 million customers on Instagram. Gerona stated the corporate has persevered to situation itself apart attributable to proprietary expertise that analyzes steady-time metrics in instruct to “in actual fact know every influencer a great deal better than other producers or stores which beget an influencer community.”

Revolve saw early success in experimenting with fresh pronounce material on Instagram Dwell early on within the pandemic, including the total lot from exercise classes to launching the Revolve Browsing Community, what Gerona described as “a play on QVC.” A most in vogue livestream with singer Camilla Cabello — who first grew to alter into a Revolve influencer in June 2019 — accrued 850,000 viewers.

Right through these livestream and influencer events, Gerona stated the corporate has leaned into high-search records from areas highlighted by the pandemic that it hadn’t historically promoted adore loungewear, beauty, intimates, and activewear — an effort that has proven profitable for Revolve. 

“As sophisticated as that time turned into, we handiest bought nearer to our buyer,” she stated. “We’re now hopefully top of mind when she needs to technique to us, not lawful for her sail and going out clothes, however additionally these broader classes that we now had been, , but again, advertising and marketing and marketing and marketing to her for the closing couple of months attributable to COVID.”

Finally, Gerona stated Revolve has been focused on increasing pronounce material that connects with quarantined, anxious Individuals. It’s an effort she has undertaken by taking a quiz inward to every herself and her crew. 

“That is the predominant sauce to what Revolve is ready — in actual fact being ready to talk with our possibilities lawful during the things that they revel in doing and what is resonating with them.”

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